Solutions

A hot topic today in a world where brands are trying to deliver a seamless blend of tech and human interaction. We use a range of qualitative and ethnographic techniques to bring brands closer to their customers, walk in their shoes, immerse themselves into their lives and bring the customer inside the boardroom.

A segmentation may be analytical and complicated, but the outputs shouldn’t be. A good segmentation should allow a business to really drive commercial performance, using proprietary segments to move the dial vs their competition. Spark segmentations follow four core principles to make sure they deliver clear commercial impact – they must be: actionable and easy to work with, truly differentiated, balanced and recognisable.

We know that brands don’t stand still and are always inventing, reinventing and moving into new markets. We’ve worked with many clients to uncover white space for their brand to play, better understand the market they’re about to enter and understand customer permission to stretch into new spaces. We use a range of quant and qual solutions covering everything from U&A’s to co-creation qual.