Since 2000, Spearfish has delivered game-changing consumer insights to a variety of industry-leading marketers, including Frito-Lay, American Airlines, Pizza Hut, KFC, Dr Pepper Snapple Group, Coca-Cola, Ford Motor Company, Newell Rubbermaid, Blockbuster, 7-Eleven, Dell, Goldman Sachs, Pepsi-Cola, COMPUSA, Cirro Energy, Ringling Brothers and Barnum & Bailey Circus, Service Corporation International, The Kellogg Company, Scotts Miracle-Gro, Children’s Health System of Texas, and numerous other retail and restaurant brands. The practice is focused on four strategic areas: positioning, new product development, ideation and naming strategy. Spearfish employs a methodology we developed called "Studying Humans in the Wild", since with each assignment we observe and dialogue with consumers on their turf - where they are in the process of making the purchase decisions which ultimately shape our clients' bottom lines. Our "Insight Sessions" (non-traditional focus groups) are more effective due to recruiting efforts which to date have found consumers who 95% of the time have never attended a focus group before and putting these higher quality participants in venues where they are more relaxed and comfortable. The "Dive Zone" approach features one-on-one or one-on-two interview briefs with consumers in that same context. CEO Dwight Fletcher graduated from Harvard College and received his MBA from The University of Texas at Austin. He and his family live in Dallas, Texas.
