BondFire™ moves beyond traditional research and results into reality insights, or the most simple, basic and true understandings that we can uncover. BondFire™ sessions are an innovative approach to insights gathering and they straddle the line between traditional ethnography and qualitative focus groups. Held in non-research environments such as bars, living rooms and other informal gathering spaces, BondFire™ sessions eschew the artificial setting of a research room to meet consumers where they work and live. BondFire™ aims to uncover deeper truths through direct, natural interaction and conversation. This encourages consumers to share, collaborate and co-ideate to find untapped and innovative ideas as well as truths and insights that can drive strong, informed brand and product development.