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The magic of good copy and understanding your audience At some stage in our online, news-feed centred lives we have landed on a website with a glaringly obvious spelling or grammar mistake. Maybe there is an apostrophe in the wrong place, a word out of sync or maybe the sentences …

Christmas has come early Almost 75% of consumers will have started their Christmas shopping by the end of October We can all say that 2020 has been far from ‘the norm’, and it’s likely that Christmas will continue the trend. Our usual Christmas traditions will be modified to meet the …

You are a flat-Earther. You might not know it, but you are. It doesn’t matter that you believe the Earth is round. In fact, at this very moment you may be reading this screaming “The Earth is round! I’m not so antiquated in my worldview (no pun intended), that I …

In a world where we feel the need to post-rationalise every decision, action and purchase, it can be challenging to understand the true motivations and influences at play. This is true for both ourselves, and those around us. The subconscious is a powerful force, allowing our brains to filter through …

Spark Spotlight – Health Insurance   The current playing field Covid 19 has impacted most sectors of business, but here the Spark team looks at one of those most directly affected – the Private Medical Insurance (PMI) sector. The prevalence and role of private healthcare differs enormously across markets, but …

Will consumer feel safe after lockdown? Although restrictions may be slowly lifting, there is still a lot of work to do to convince consumers that they will be safe returning to their normal activities after lockdown. Our research shows that over half of Irish adults would feel unsafe returning to …