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 18 July 2025
Housing affordability is getting worse and there is a need to balance policies relating to demand with those addressing supply.
by Michael Wagstaff 23 June 2025
After yet another market research conference calls for great emphasis on storytelling, we discuss why researchers find it so difficult and what can be done to get better at it.
by Michael Wagstaff 21 June 2025
A university degree doesn't necessarily make you a better researcher but it does help. We have a look at whether a degree should be a requirement for market research roles.
by Michael Wagstaff 19 June 2025
Given the huge amount of brand insight that can be derived by applying techniques such as text analytics to existing data, we ask whether the end of the survey for brand metrics is in sight?
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 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.


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