# Spark Emotions: The Human Intelligence Agency

> Spark Emotions uses behavioural science and AI to reveal the real human insights driving purchasing decisions\. Stop guessing and start driving predictable commercial growth\.

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## Pages
- [Spark Emotions](https://sparkemotions.com/)
- [About us](https://sparkemotions.com/about-us/)
- [Spark Moments](https://sparkemotions.com/spark-moments/)
- [Shopper Research](https://sparkemotions.com/shopper-research/)
- [Contact us](https://sparkemotions.com/contact-us/)

## Case Studies
- [Foot Locker x Nike: In\-Store Shopper Behaviour Case Study \| Getting Shoppers to a Shoe Faster](https://sparkemotions.com/insights-hub/case-studies/getting-shoppers-to-a-shoe-faster/): This case study shows how Spark Emotions helped Foot Locker and Nike improve the in\-store footwear journey by using consumer psychology and behavioural measurement\.

- [Women’s Magazine Shopper Behaviour Case Study \| Understanding In\-Store Decision Making](https://sparkemotions.com/insights-hub/case-studies/womens-magazine-shopper-behaviour/): A shopper behaviour case study showing how Spark Emotions helped Marketforce understand in\-store decision making in the women’s magazine category\.
- [Autovia Consumer Journey Research Case Study \| Understanding the Modern Car Buying Journey](https://sparkemotions.com/insights-hub/case-studies/understanding-the-modern-car-buying-journey/): A consumer journey research case study showing how Spark Emotions helped Autovia understand how modern car buyers research, decide, and purchase vehicles\.
- [Foot Locker Store of the Future Case Study \| Measuring the Impact of Experiential Retail Design](https://sparkemotions.com/insights-hub/case-studies/foot-locker-store-of-the-future-case-study/): Foot Locker had a bold new store concept\. They needed to know it worked\. We gave them the proof\.
- [Plant\-Based Market Research Case Study \| Understanding Trends and Opportunities](https://sparkemotions.com/insights-hub/case-studies/plant-based-market-research/): The plant\-based category is booming\. But booming doesn't mean easy\. We helped Market Fresh find where the real opportunity lies and how to own it\.

## Reports
- [AI Sentiment Report](https://sparkemotions.com/insights-hub/report/ai-sentiment-report/): New research from Spark Emotions reveals how 640 social media users across the UK, USA, Dubai and Saudi Arabia really feel about AI\-produced content, and what it means for your brand\.

## Blogs
- [Quantifying Emotion: How the Spark Emotional Wheel Translates Behaviour into Commercial Certainty](https://sparkemotions.com/insights-hub/blog-and-press/quantifying-emotion-the-spark-emotional-wheel/): The ability to accurately measure consumer emotions is the difference between guessing what your shoppers want and knowing exactly how to drive their behaviour\. At Spark Emotions, we built the Spark Emotional Wheel to translate the complex psychology of human feelings into commercial certainty\. By pinpointing the exact levels of pleasure, excitement, and control a shopper experiences, we help brands adapt their messaging to shift emotional states and drive sales\.
- [The Behavioural Science of Free\-to\-Play: Why Zero Cost Drives Billions in Revenue](https://sparkemotions.com/insights-hub/blog-and-press/the-power-of-free-to-play-f2p/): Free\-to\-play \(F2P\) games dominate the modern gaming industry, generating billions in revenue without charging an initial entry fee\. The success of this model is not just about game design; it is rooted deeply in behavioural science\. Free to play mechanics leverage powerful psychological impulses like loss aversion, the "pain of paying", and the irresistible draw of zero\-risk decisions\. By understanding and observing these subconscious habits, commercial teams can translate messy human reality into predictable, long\-term revenue\.
- [How to Choose a Human\-Centred Market Research Consultancy in the UK](https://sparkemotions.com/insights-hub/blog-and-press/uk-human-centred-market-research-consultancies/): Stop relying on what shoppers claim they do\. Here is how to find a UK market research partner that uncovers the subconscious habits driving your category\.
- [The End of the GenAI Honeymoon: Why Synthetic Data Is Risking Your Brand Strategy](https://sparkemotions.com/insights-hub/blog-and-press/the-end-of-the-genai-honeymoon-why-synthetic-data-is-risking-your-brand-strategy/): The GenAI honeymoon is officially over\. While synthetic data and AI\-generated personas have their place in early\-stage ideation, relying on them for high\-stakes commercial decisions is a dangerous gamble\. True competitive advantage in the FMCG sector comes from using AI to enable human experts, not replace them\.
- [The Behavioural Science of Brand Partnerships: Why Heinz x Heineken Works](https://sparkemotions.com/insights-hub/blog-and-press/heinz-heineken-behavioural-science-brand-partnerships/): The recent Heinz and Heineken collaboration proves a fundamental rule of behavioural science: simple still wins\. Instead of forcing a complex new product into the market, they released a simple 5\+1 pack \(five beers and a bottle of ketchup\)\. The best brand partnerships do not create new behaviours; they tap into the messy human reality that already exists\. By observing real people and real behaviour, brands can translate everyday habits into commercial certainty

## Categories
- [Case Studies](https://sparkemotions.com/category/case-studies/)
- [Shopper Research](https://sparkemotions.com/category/case-studies/shopper-research/)
- [Blog and Press](https://sparkemotions.com/category/blog-and-press/)
- [Spark Moments](https://sparkemotions.com/category/case-studies/spark-moments/)
- [Other](https://sparkemotions.com/category/case-studies/other/)

## Tags
- [spark\-emotions](https://sparkemotions.com/tag/spark-emotions/)
- [news](https://sparkemotions.com/tag/news/)

## Optional
- [Sitemap index](https://sparkemotions.com/sitemap_index.xml)