IDEAS BECOME MORE USEFUL WHEN THEY CONNECT

Research tells us what is happening. Culture helps explain why. Sensory evidence reveals how experiences are felt. Conversations expose perspectives we may not have considered.

Spark Sensory AI Insights brings these different lenses together — looking for the connections that can change how we understand consumers, categories and opportunities.

Follow the evidence. Question the obvious. Find the opportunity.

The questions we're asking. The shifts we're seeing. The ideas we're testing.

Spark Insights brings together original research, cultural intelligence, consumer and sensory thinking, emerging signals and conversations with people shaping their fields.

Some of it is evidence. Some of it is interpretation. All of it is designed to make you think.

RESEARCH · CULTURE · CONSUMERS · SENSORY · AI · INNOVATION

INSIGHTS

GLP1 Landscape Study
USA and India

Understanding awareness, adoption and the future of metabolic health across the United States and India. Mapping the full consumer journey from awareness through adoption.

Spark Cultural Code Atlas™
Dairy USA
Five Category Mini-Atlases

U.S. Dairy is moving from inherited household staple to personalised precision nourishment. Traditional category boundaries are weakening.

Spark Cultural Code Atlas™

Metabolic Health Foods, Beverages and Wellness USA

U.S. food and wellness is moving from label-based health to body-response health — not only what is in a product, but how it affects energy, appetite, glucose and long-term vitality.

Original research and cultural intelligence exploring how consumers, categories and markets are changing.

FEATURED RESEARCH & CULTURAL INTELLIGENCE

Spark Cultural Code Atlas™

Metabolic Health Dairy USA

Dairy has unusual permission in metabolic health because protein, fermentation, cultures, satiety and daily nourishment already belong to the category's cultural meaning.

Spark Cultural Code Atlas™

Metabolic Health UK

Public understanding of sugar, calories, obesity risk, fibre, gut health and heart health gives the category a strong foundation but consumers do not want extreme optimisation or joyless diet food.

Spark Cultural Code Atlas™

Early Life Nutrition USA

U.S. early life nutrition is moving from product-led reassurance to a connected feeding system that must deliver science, continuity, transparency and real-life caregiver confidence.

EXPLORE MORE CULTURAL INTELLIGENCE

More category and market perspectives from the Spark Cultural Code Atlas™.

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LATEST THINKING

Short perspectives on the shifts, tensions and ideas shaping consumers, categories and innovation.

CONSUMER SCIENCE · NUTRITION

WHEN MORE PROTEIN ISN'T MORE VALUE

GLP-1 · METABOLIC HEALTH

THE NEW INEQUALITY IN METABOLIC HEALTH

AI · BRAND INTELLIGENCE

WHAT DOES AI BELIEVE ABOUT YOUR BRAND?

Adding protein can improve the nutrition panel without necessarily improving the consumer proposition. Taste, texture, format and relevance still decide value.

Access to treatment is only part of the story. Understanding, trust, food behaviour and the ability to navigate metabolic health may become the next divide.

As consumers increasingly use AI to discover, compare and understand brands, a new question emerges: how is your brand represented inside AI systems?

KEEP EXPLORING

The questions keep changing. So will this library.

We’ll continue to add new research, cultural intelligence, perspectives and conversations as our work expands across markets, categories and emerging questions.

Have a question you think we should explore?
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