Fit is a research-then-enable-design firm. Its members have deep design experience, but design is less an explicit offering and more a tool to conduct high quality research, then help teams translate research data into good design.
Is Fit a research firm? Its members are old hands at contextual research. They help clients understand products in use and the complex lives of customers. But Fit's results are not "good research reports," but teams who create better products and services.
Fit is an enabler and supporter of design and innovation. If a label is necessary, consider them a “design enablement firm,” or an “innovation support firm.”
Understanding people and products in use
Translating research data into tools for design teams
Educating and coaching groups in design management, collaboration, and integrating research into the product cycle.