INSIGHT. DATA. ANALYTICS

EXCITED BY INSIGHT

We use only the most agile digital tools to provide business insight 

COMMITTED TO SUCCESS

Our aim is to help you progress

WE ARE SPARK DATA

by Michael Wagstaff 2 June 2025
With the insights industry creaking under poor quality data, generative AI adds to the mix by creating convincing synthetic respondents. How should we treat these fascinating fakers?
by Michael Wagstaff 26 May 2025
Do tech people know more about market research than social scientists? In this article we discuss whether big tech is taking over the insights industry and what role is there for human researchers.
by Michael Wagstaff 12 May 2025
Does curating a personal brand make a difference? In this article, I consider my own lack of brand image and reflect on what might have been.
by Michael Wagstaff 9 May 2025
If surveys are ill-suited for addressing the questions that remain genuinely unanswered and unnecessary for those that are readily answered, then what exactly is their future?
by Michael Wagstaff 8 May 2025
In an effort to improve quality, the market research industry's current focus is on survey length and question engagement. This overlooks a more fundamental issue: respondent authenticity.
by Michael Wagstaff 7 May 2025
The true value of review sites lies in going beyond the stars and analysing what reviewers are actually saying.
by Michael Wagstaff 28 April 2025
Predictive analytics is reshaping brand insights by moving beyond descriptive dashboards to proactive decision-making
by Michael Wagstaff 28 April 2025
The uncovering of large scale survey fraud has shaken the market research industry. In this article, we discuss how a much more rigorous panel sign up procedure is needed to reduce the impact of fraudulent respondents.
by Michael Wagstaff 8 April 2025
The huge volume of data available through consumer comments, reviews and surveys can make cutting through the noise difficult. In this article we discuss how text analytics combined with human expertise can uncover the insight.


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