Our Latest Posts

Research – An International Language?

"100m people in China intend playing cricket in the next 12 months" "International companies offer higher service standards to American customers than French customers" "Consumers in India are by far the most likely to buy your new products" Of course we know that isn’t true. Research isn’t that simple.

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The ‘So What’ factor and how to avoid it

Getting people to engage in research in big organisations can be hard…. “Well that’s pretty obvious” “I don’t understand it” “I can’t read all the charts” “Snore…zzzzzz” “I’m too busy” "I don't care" ….Are some of the typical things you might hear on a regular basis. If this is the...

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Meet Mary Mulcahy – Spark’s Field Director

There’s something about Mary: Get to know our new Field Director – Mary Mulcahy! You might have heard that Spark has recently welcomed the renowned Field Director Mary Mulcahy on board. She comes to Spark with an abundance of experience and knowledge, particularly in face to face large scale market …

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The Power of Cult

Marketing Brands – Acting the Cult! If I was to ask any “normal” person were they members of any Cult, the likely answer would be a resounding “no!”.  However, is that really the case? Before you read on, think of all the Cults you may be a part of.  You …

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