Spark Emotions

Spark Emotions We are a global insight agency with a world class team of behavioural psychologists and industry exp

09/10/2025

Your shopper is not standing still. They are scanning, grabbing and deciding fast. That is why context matters more than we think.

Scott, our Research Director at Spark Emotions, says it simply. Media only works when it is seen in the real world, not in isolation.

So the real question is, are you testing your ideas in the same world your shopper lives in?
Tell us in the comments, how do you make sure your designs stand out in-store?

When promoting your brand or product, it is crucial to consider the principles of attention to ensure your product stand...
04/03/2024

When promoting your brand or product, it is crucial to consider the principles of attention to ensure your product stands out in a competitive market.

We possess extensive expertise in store behavioural science, backed by over 20 years of experience, and we observe real shoppers to gain insights into their behaviour. By doing so, we can avoid relying solely on shoppers' post-rationalised descriptions from surveys.

Get in touch to book a free consultation with one of our experts today:

https://hubs.ly/Q02m1rfJ0

We're thrilled to announce that Sinita Govind, our Associate Director, has been promoted to the role of Research Directo...
01/03/2024

We're thrilled to announce that Sinita Govind, our Associate Director, has been promoted to the role of Research Director!

Sinita's world-class expertise in applying behavioural science and Distinctive Brand Assets to FMCG brands, retailers, and service industries has already made a significant impact on the work we're able to deliver, and we look forward to seeing her thrive in her new role.

"We're delighted to promote Sinita to the position of Research Director. It's a testament to the hard work and incredibly high standards she sets within the business. We look forward to her continuing her development and impact within the role."
Andy Bromley, COO at Spark Emotions

Congratulations Sinita! 🎉

Our previous "Mood of the Nation" reports reveal that June is typically brimming with optimism. Historical data indicate...
26/02/2024

Our previous "Mood of the Nation" reports reveal that June is typically brimming with optimism. Historical data indicates people felt 'elated' in June 2021, 'interested' in 2022, and 'eager' in 2023.

With June now only a mere 4 months ahead, exciting retail events like Father's Day and the highly anticipated Euros will take centre stage. It's an opportune time for brands to seize the attention of their customers.

Now is the perfect moment to dive into discussions about your PoS strategy. Reach out to us today and let's explore how we can help you make the most of this season.

https://hubs.ly/Q02lYJ6n0

🌍 How Important is Sustainability to Today’s Shoppers?In a world where both the planet's health and our economy face cha...
22/02/2024

🌍 How Important is Sustainability to Today’s Shoppers?

In a world where both the planet's health and our economy face challenges, understanding consumer priorities is more crucial than ever. Is sustainability taking a backseat, or is it still at the forefront of consumer choices?

We at Spark Emotions delve into these questions, offering a comprehensive analysis of current consumer trends, the sustainable vs. price debate, and the future of eco-conscious shopping.

🌐 For a deeper understanding and more insights, visit our blog:

https://hubs.ly/Q02lYy3B0

We’ve teamed up with our partners over at SMP Group to produce a valuable insights report that looks at the global BWS m...
26/01/2024

We’ve teamed up with our partners over at SMP Group to produce a valuable insights report that looks at the global BWS market 🌎🍻🍷🍸

BWS has seen some massive changes over the past few years, presenting new and dynamic challenges and opportunities for brands and retailers alike.

From the rise of Non-Alcoholic to the incumbent challenger brands to premiumisation, this category has been non-stop.

As demand diversifies, what trends should brands plug into?

Drop us a line to find out and to recieve your full free copy of the report 👉 [email protected]

We've teamed up with SMP Group for an in-depth analysis identifying the latest consumer trends reshaping the beers, wine...
18/01/2024

We've teamed up with SMP Group for an in-depth analysis identifying the latest consumer trends reshaping the beers, wines and spirits (BWS) retail landscape.

Here are some of the key insights 👇

💡 Festive trading still delivers seasonal sales spikes, but patterns are shifting earlier each year.
💡 No/low alcohol options continue explosive growth as attitudes and lifestyles change.
💡 At-home drinking retains the pandemic-fueled momentum, boosted by economic incentives. Brands benefiting from ongoing at-home consumption trends command an edge in this sector.
💡 Craft spirits and speciality beer are uniquely positioned to capture consumer wallet share amid premiumisation.

With the BWS environment undergoing rapid evolution, data-led agility and consumer centricity determine brand success. This complex, high-potential market rewards those aligning to emerging shopping behaviours early.

Drop us a message via the link below to claim your free copy of the category review!

https://hubs.ly/Q02gT-M20

The Spark Emotions elves are taking a well-deserved break over the holidays! 🎄 We'll be putting our feet up with loved o...
22/12/2023

The Spark Emotions elves are taking a well-deserved break over the holidays! 🎄 We'll be putting our feet up with loved ones and ringing in 2024 the same way many UK consumers are — with cosy celebrations at home.

Wishing all of our Mood of The Nation fans, research participants, pioneering partners, clients and general cheerleaders a very Merry Christmas! May your days be merry, bright and filled with insights into the human spirit. 🥂

Meet Scott 🤝! With a master's in consumer psychology 🎓 and a wealth of global experience 🌍, he's a true expert in unders...
21/12/2023

Meet Scott 🤝! With a master's in consumer psychology 🎓 and a wealth of global experience 🌍, he's a true expert in understanding human behavior 🧠. Scott's delivered double-digit YoY sales growth for clients, fueled by his passion for uncovering the truth behind people's actions 💡.

Favorite cognitive bias: The impact of social influence (e.g., 70% of shoppers would buy this again) 🔄.
Favorite project: We worked with a client to understand in-store behavior, designed and installed print with SMP to change behavior, then returned to prove our positive impact 📊.
When does he put up his Christmas tree: December 1st 🎄!

According to our Mood of The Nation report, home is where the heart is for UK consumers’ New Year’s Eve celebrations thi...
21/12/2023

According to our Mood of The Nation report, home is where the heart is for UK consumers’ New Year’s Eve celebrations this year. Rather than big nights out, the majority of those commemorating are choosing cosy nights in with loved ones instead.

Inviting over families and partners means the occasion calls for premium yet affordable at-home experiences. Even one-third plan to keep budgets under £20 for their intimate gatherings.

As the backdrop shifts inward, purchasing remains simplified as well. Shoppers want elevated yet everyday items like premium snacks, mocktails and gift sets to ring in 2024.

Brands and retailers have an opportunity to enhance simple at-home NYE occasions, by spotlighting affordable premium products and normalising non-alcoholic choices.

For more insights like this, get in touch to request our report at [email protected].

Ever wondered if it would be possible to quantify human emotion?Our Spark Emotional Wheel, created with our University p...
20/12/2023

Ever wondered if it would be possible to quantify human emotion?

Our Spark Emotional Wheel, created with our University partners is a proven methodology that quantifies how people are feeling at a given time. Our team of psychologists can measure levels of 3 core building blocks of emotion:

Pleasure, excitement, and control.

This data is then inputted into our IP algorithm and used to get real answers and real behaviour.

Check it out in action below and see how, despite the ups and downs of the pandemic and cost-of-living crisis, UK emotions have stayed relatively stable for the Christmas season - nothing is going to stop that festive feeling! 🎅

Attention brands!Are your retail displays stopping shoppers in their tracks? Or are people breezing right by your POS ...
19/12/2023

Attention brands!

Are your retail displays stopping shoppers in their tracks? Or are people breezing right by your POS materials straight to the checkout line?

Our team are spearheading shopper research in using POS to drive engagement and sales growth in Women's deodorants for a leading global brand.

When it comes to optimising at-shelf engagement, we are the experts in using a deep understanding of human behaviour to drive true sales growth.
And, in the habit-driven deodorant category, swaying a customer once often means swaying a customer for many shops to come.

We’re looking forward to researching the subtle psychological dynamics of how people navigate brand messaging in the deodorant aisle.

What really catches the eye amidst competition? In a saturated market, how can a deodorant brand encourage trial, or risk being ignored?

Watch this space…

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