Expanding How Emotion Is Measured, Applied, and Activated
Understanding emotion has always been central to how Spark Emotions works.
But decoding how people feel is only valuable if it can be applied, consistently, credibly, and at scale.
We’re delighted to announce that in December, we officially became part of That Global View, marking a shift in how Spark Emotions’ insight can now be used, moving beyond explanation toward activation across real world environments.
That Global View was founded by CEO and former Tesco Marketing Director Lee Harrison, with a clear objective; to replace marketing guesswork with behavioural certainty.
“During my transition from Tesco, I saw the world shifting fast,” Harrison explains.
“Digital accelerated, AI exploded, and media habits changed overnight. There was a clear need to counter the fake newsfeed culture with something grounded in truth. This launch isn’t about future plans,” Harrison adds. “It’s about what we’ve already built. We have the infrastructure in place to genuinely connect research, big data, and authentic storytelling.”
The TGV group has been deliberately built with senior leadership across research, intelligence, and operations.
Behavioural and Emotional Science
Spark Emotions is led by Chief Research Officer Andy Bromley, whose background spans behavioural science, consumer insight, and emotional research methodologies focused on capturing real human response, not recalled opinion.
His role ensures Spark’s work remains grounded in evidence, methodological rigour, and real world observation, decoding the emotional “why” behind behaviour as it happens.
Intelligence and Operational Infrastructure
Operational capability across the group is led by Chief Operating Officer James Smith, who oversees ORCA 24/7, That Global View’s proprietary AI intelligence engine.
Smith’s focus is on connecting behavioural science to scalable systems, ensuring data integrity, real time analysis, and the translation of complex human signals into clear, actionable commercial insight.
Why This Matters for Spark Emotions
For years, much of the industry has relied on what people say after decisions are made.
Spark Emotions was built to challenge that, focusing instead on capturing how people actually feel in the moment of choice, before rationalisation sets in.
Joining That Global View strengthens that mission by providing the infrastructure needed to connect emotional insight to broader commercial systems – rapidly. In the ever-changing, fast-paced digital landscape, it allows Spark to remain focused on genuine behavioural truth, while ensuring that insight no longer stops at analysis.
The Launch of Spark Moments
Spark Moments is one of the outcomes of this shift, not the reason for it.
The acquisition brings Spark Emotions into a wider ecosystem designed to replace marketing guesswork with behavioural certainty. That ecosystem connects three core capabilities:
- Real time behavioural and emotional insight
- Continuous data and cultural intelligence
- Media and storytelling designed to deliver predictable attention
- Interpreted with greater contextual intelligence
- Applied through connected systems that influence attention and behaviour
Rather than insight existing in isolation, it becomes part of a continuous loop between observation, understanding, and action. Spark Moments is one expression of that capability, focused specifically on emotional experience at the point of decision.
Conclusion
This change is not about expanding services for the sake of it.
It is about ensuring that emotional understanding, when captured correctly, can meaningfully shape how brands design experiences, make decisions, and influence behaviour in the real world.
By joining That Global View, Spark Emotions moves closer to that goal, connecting human insight to systems that make it usable, measurable, and commercially relevant.
Get in touch to learn how emotional understanding can be applied across real shopper environments.
