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Our latest thinking from the world of human behaviour and emotional science.

This is where we analyse human emotion, decode decision-making and break down the behavioural patterns shaping categories, culture and commerce.

INSIGHT GRID

Explore research led by behavioural scientists, consumer psychologists and cultural analysts. From pack design to implicit bias, this is insight you can use immediately.

Consumer using mobile devices to provide fast qualitative insights for Spark Moments
How to Get Fast Qualitative Insights for CPG Brands
Fast qualitative insights combine agile recruitment, AI assisted workflows, and expert human behavioural...
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shoppers
Spark Emotions Is Giving Away 10 Shopper 101 Workshops
Spark Emotions is giving away 10 exclusive Shopper 101 Workshops. Win and our experts come to your office...
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A woman's face with blue and pink glowing lines and dots
Content Strategy in the Age of AI
Spark Emotions’ global survey reveals how audiences feel about AI generated content and why trust and...
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AI, Machine learning, Hands of robot and human touch on big data
Synthetic Data vs Real Respondents
Synthetic data is fast and scalable, but can it truly reflect real human behaviour? Will Morgan explores...
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Boston, USA - MAR 2019 : Unrecognizable crowd Pedestrians and tr
Spark Emotions Joins That Global View
Spark Emotions joins That Global View to expand its ability to measure and apply real human emotion through...
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Shoppers browsing retail displays highlighting the value of in-store research and consumer market research
Why choosing the right market research agency is so important
Summary: Choosing the right market research agency ensures your business relies on objective data and...
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A shopper wearing headphones and using a smartphone in a retail store, illustrating how consumers integrate digital technology into physical shopping environments
How are shoppers embracing AI in retail?
Artificial Intelligence is transforming retail by shifting from a backend operational tool to a customer-facing...
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A bustling, densely crowded clothing market filled with individuals making purchases, illustrating a complex retail environment where shopper buying habits and end-consumer choices diverge
What’s the Difference Between a Shopper and a Consumer?
A shopper is the person who buys a product, whereas a consumer is the individual who actually uses it....
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passengers inside a London Underground tube carriage, with multiple individuals reading newspapers, illustrating how unspoken social norms and conformity dictate acceptable public behaviour
What is social conformity
Summary: Social conformity drives shoppers to follow the majority out of a desire for validation or social...
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Abstract digital graphic of two silhouettes with illuminated brains representing System 1 and System 2 thinking models in consumer psychology
What is System One and System Two?
Summary: “Shoppers make everyday purchases using fast, instinctive ‘System 1’ thinking,...
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