Spark Emotions’ global survey reveals how audiences feel about AI generated content and why trust and authenticity still drive engagement.

Synthetic data is fast and scalable, but can it truly reflect real human behaviour? Will Morgan explores why real respondents remain critical for high-stakes research decisions.

Spark Emotions joins That Global View to expand its ability to measure and apply real human emotion through strengthened leadership and infrastructure.

While traditional focus groups have long been a foundational tool in market research, they often struggle to capture the fast, subconscious decisions that drive everyday shopping. Because FMCG purchases are

Summary: Choosing the right market research agency ensures your business relies on objective data and expert behavioural analysis. By blending robust methodologies with in-store research, the right partner removes guesswork,

Artificial Intelligence is transforming retail by shifting from a backend operational tool to a customer-facing asset that enhances personalisation and immersion. Shoppers are increasingly receptive to AI-driven touchpoints, allowing brands