Furniture Industry Research Association (FIRA)
(http://www.fira.co.uk) 📸 Data Snapshot: May 21, 2026
Identity & Authority — The Lens
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Identity & Authority
Expert verifiability & Schema depth.
9
Impact Weight: 15 / 100
60% Reputation
There is a significant authority gap regarding named experts; the site mentions ‘industry experts’ and a ‘new General Manager’ but fails to provide specific names, qualifications, or Person schema to anchor this authority. The schema_json categorizes the entity as a LocalBusiness rather than a Research Organization or NGO, which slightly undersells its claimed ‘global’ authority. There are no sameAs links to academic citations or peer-reviewed journals in the structured data.
The site avoids the standard BS trap of claiming ‘unprecedented growth’ or ‘guaranteed results’ for its clients. Instead, its performance claims are centered on the currency and availability of its data, such as the ‘Spring 2026 Edition’ of its Statistics Digest. The primary disconnect is the lack of a named client list to substantiate the ‘hundreds of members’ claim.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebSite",
"author": {
"@id": "https://www.fira.co.uk/#identity"
},
"copyrightHolder": {
"@id": "https://www.fira.co.uk/#identity"
},
"copyrightYear": "2015",
"creator": {
"@id": "#creator"
},
"dateCreated": "2015-08-22T12:33:49+01:00",
"dateModified": "2026-05-19T09:36:58+01:00",
"datePublished": "2015-08-22T12:33:49+01:00",
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"headline": "Welcome to the Furniture Industry Research Association",
"image": {
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},
"inLanguage": "en-gb",
"mainEntityOfPage": "https://www.fira.co.uk/",
"name": "FIRA",
"publisher": {
"@id": "#creator"
},
"url": "https://www.fira.co.uk/"
},
{
"@id": "https://www.fira.co.uk/#identity",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressLocality": "Stevenage",
"addressRegion": "Hertfordshire",
"postalCode": "SG1 2NB",
"streetAddress": "Unit 3 Cockerell Close"
},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"email": "info@fira.co.uk",
"geo": {
"@type": "GeoCoordinates",
"latitude": "51.905720",
"longitude": "-0.214970"
},
"image": {
"@type": "ImageObject",
"height": "323",
"url": "https://www.fira.co.uk/images/Logos/FIRA-THE-ASSOCIATION-LOGO-CMYK.jpg",
"width": "661"
},
"logo": {
"@type": "ImageObject",
"height": "60",
"url": "https://fira-website.transforms.svdcdn.com/production/images/Logos/FIRA-THE-ASSOCIATION-LOGO-CMYK.jpg?w=600&h=60&q=82&fm=png&fit=clip&dm=1591710947&s=36494d4c7cc05111068b389cd174a7ef",
"width": "123"
},
"name": "Furniture Industry Research Association",
"openingHoursSpecification": [
{
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"closes": "04:30:00",
"dayOfWeek": [
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],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
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],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
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],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
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],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
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],
"opens": "08:30:00"
}
],
"priceRange": "$",
"sameAs": [
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],
"telephone": "+4401438777700",
"url": "https://www.fira.co.uk/"
},
{
"@id": "#creator",
"@type": "Organization"
},
{
"@type": "BreadcrumbList",
"description": "Breadcrumbs list",
"itemListElement": [
{
"@type": "ListItem",
"item": "https://www.fira.co.uk/",
"name": "Welcome to the Furniture Industry Research Association",
"position": 1
}
],
"name": "Breadcrumbs"
}
]
}
/bookshop/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebSite",
"author": {
"@id": "https://www.fira.co.uk/#identity"
},
"copyrightHolder": {
"@id": "https://www.fira.co.uk/#identity"
},
"copyrightYear": "2021",
"creator": {
"@id": "#creator"
},
"dateCreated": "2021-07-28T09:36:57+01:00",
"dateModified": "2026-05-19T11:22:49+01:00",
"datePublished": "2021-07-28T09:36:00+01:00",
"description": "Explore our recent release and selected publications about furniture industry.",
"headline": "Bookshop",
"image": {
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},
"inLanguage": "en-gb",
"mainEntityOfPage": "https://www.fira.co.uk/bookshop",
"name": "Bookshop",
"publisher": {
"@id": "#creator"
},
"url": "https://www.fira.co.uk/bookshop"
},
{
"@id": "https://www.fira.co.uk/#identity",
"@type": "LocalBusiness",
"address": {
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"addressRegion": "Hertfordshire",
"postalCode": "SG1 2NB",
"streetAddress": "Unit 3 Cockerell Close"
},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"email": "info@fira.co.uk",
"geo": {
"@type": "GeoCoordinates",
"latitude": "51.905720",
"longitude": "-0.214970"
},
"image": {
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"width": "661"
},
"logo": {
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"width": "123"
},
"name": "Furniture Industry Research Association",
"openingHoursSpecification": [
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],
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},
{
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],
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},
{
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],
"opens": "08:30:00"
},
{
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],
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},
{
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"dayOfWeek": [
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],
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}
],
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"sameAs": [
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],
"telephone": "+4401438777700",
"url": "https://www.fira.co.uk/"
},
{
"@id": "#creator",
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},
{
"@type": "BreadcrumbList",
"description": "Breadcrumbs list",
"itemListElement": [
{
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"item": "https://www.fira.co.uk/",
"name": "Welcome to the Furniture Industry Research Association",
"position": 1
},
{
"@type": "ListItem",
"item": "https://www.fira.co.uk/bookshop",
"name": "Bookshop",
"position": 2
}
],
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}
]
}
/about-membership/
{
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{
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"@id": "https://www.fira.co.uk/#identity"
},
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},
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"creator": {
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},
"dateModified": "2026-04-16T11:47:04+01:00",
"datePublished": "2015-09-28T20:08:00+01:00",
"description": "Furniture Research Association membership and how we support the industry",
"headline": "About membership",
"image": {
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},
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},
"url": "https://www.fira.co.uk/about-membership"
},
{
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},
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"email": "info@fira.co.uk",
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},
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},
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{
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{
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],
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"sameAs": [
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],
"telephone": "+4401438777700",
"url": "https://www.fira.co.uk/"
},
{
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},
{
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"name": "Welcome to the Furniture Industry Research Association",
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},
{
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"name": "About membership",
"position": 2
}
],
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}
]
}
/news/
{
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"@graph": [
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"author": {
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},
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},
"copyrightYear": "2015",
"creator": {
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},
"dateCreated": "2015-09-30T16:53:36+01:00",
"dateModified": "2025-05-21T09:14:52+01:00",
"datePublished": "2015-09-30T16:53:36+01:00",
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"headline": "News Home",
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},
"url": "https://www.fira.co.uk/news"
},
{
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"@type": "LocalBusiness",
"address": {
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"streetAddress": "Unit 3 Cockerell Close"
},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"email": "info@fira.co.uk",
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},
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],
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},
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}
],
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}
]
}
/members/login/
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},
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},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
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},
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},
{
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"@type": "LocalBusiness",
"address": {
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"addressRegion": "Hertfordshire",
"postalCode": "SG1 2NB",
"streetAddress": "Unit 3 Cockerell Close"
},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"email": "info@fira.co.uk",
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},
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"url": "https://www.fira.co.uk/images/Logos/FIRA-THE-ASSOCIATION-LOGO-CMYK.jpg",
"width": "661"
},
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{
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},
{
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{
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],
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],
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"url": "https://www.fira.co.uk/"
},
{
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{
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"name": "Welcome to the Furniture Industry Research Association",
"position": 1
}
],
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}
]
}
/knowledge-hub/
{
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"author": {
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},
"copyrightHolder": {
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},
"copyrightYear": "2019",
"creator": {
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},
"dateCreated": "2019-02-18T14:06:20+00:00",
"dateModified": "2026-04-07T12:16:06+01:00",
"datePublished": "2019-02-18T14:06:00+00:00",
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
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},
"inLanguage": "en-gb",
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"url": "https://www.fira.co.uk/knowledge-hub"
},
{
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"address": {
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"streetAddress": "Unit 3 Cockerell Close"
},
"description": "FIRA is renowned globally for its expertise in furniture testing, research, consultancy, customer care, ergonomics, training and sustainability.",
"email": "info@fira.co.uk",
"geo": {
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"latitude": "51.905720",
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},
"image": {
"@type": "ImageObject",
"height": "323",
"url": "https://www.fira.co.uk/images/Logos/FIRA-THE-ASSOCIATION-LOGO-CMYK.jpg",
"width": "661"
},
"logo": {
"@type": "ImageObject",
"height": "60",
"url": "https://fira-website.transforms.svdcdn.com/production/images/Logos/FIRA-THE-ASSOCIATION-LOGO-CMYK.jpg?w=600&h=60&q=82&fm=png&fit=clip&dm=1591710947&s=36494d4c7cc05111068b389cd174a7ef",
"width": "123"
},
"name": "Furniture Industry Research Association",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
"Monday"
],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
"Tuesday"
],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
"Wednesday"
],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
"Thursday"
],
"opens": "08:30:00"
},
{
"@type": "OpeningHoursSpecification",
"closes": "04:30:00",
"dayOfWeek": [
"Friday"
],
"opens": "08:30:00"
}
],
"priceRange": "$",
"sameAs": [
"https://twitter.com/firaassociation",
"https://www.linkedin.com/company/furniture-industry-research-association"
],
"telephone": "+4401438777700",
"url": "https://www.fira.co.uk/"
},
{
"@id": "#creator",
"@type": "Organization"
},
{
"@type": "BreadcrumbList",
"description": "Breadcrumbs list",
"itemListElement": [
{
"@type": "ListItem",
"item": "https://www.fira.co.uk/",
"name": "Welcome to the Furniture Industry Research Association",
"position": 1
},
{
"@type": "ListItem",
"item": "https://www.fira.co.uk/knowledge-hub",
"name": "Knowledge hub",
"position": 2
}
],
"name": "Breadcrumbs"
}
]
}
🛡️ Trust Signals — external proof links that back the declared identity
2Review mentions (all pages)
0External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 1 | 0 |
| /bookshop/ | 0 | 0 |
| /about-membership/ | 0 | 0 |
| /news/ | 0 | 0 |
| /members/login/ | 0 | 0 |
| /knowledge-hub/ | 1 | 0 |
Explore the other reputation pillars for Furniture Industry Research Association (FIRA)
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Furniture Industry Research Association (FIRA), captured on May 21, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Furniture Industry Research Association (FIRA): This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at http://www.fira.co.uk to view the most current version of its content and see directly what this company is about and what it offers.