The Challenger Project is our evolving study of challengers. It’s how we stay curious and inspired, and it’s what gives us the knowledge and expertise to help you.

Our research is qualitative in nature and consists of interviews with individuals at the heart of those brands during the key time in their challenge.

Founded in 1999 by Adam Morgan, the first output of The Challenger Project was the strategic process outlined in his book Eating the Big Fish (Wiley, 1999). Eating the Big Fish looked at the commonalities in 50 challenger brands around the globe and identified the eight underlying credos that unite the way that challenger brands think and behave.

We continue to develop the thinking around this strategic process. We nurture our understanding through a continuing commitment to The Challenger Project, which means all our strategists spend at least four days per month researching new challengers.

Our study has now looked at over three hundred such brands and The Challenger Project has grown as a platform to include a website that reaches nearly 10,000 people each month.

For more information visit The Challenger Project or email hello@eatbigfish.com

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