Sparkey

Name

Sparkey

Legal name

Motivaction International B.V.

Website

https://sparkey.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

HR Research and Consulting Services

NAICS

Human Resources Consulting Services (541612), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• HR research services
• Employer branding research
• Employee segmentation
• Workforce analytics consulting
• Organizational culture assessment

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. HR Research and Consulting Services: B2B research services including employee surveys, employer branding research, diversity & inclusion studies, and organizational culture assessments delivered as consulting engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sparkey delivers B2B HR research and consulting services, anchored by its proprietary WorkProfiler employee-segmentation model and the HR Trend Monitor benchmark (35,000 professionals). Offerings include employer branding research, employee experience surveys and pulse measurements, turnover and absenteeism analysis, ownership-culture assessments, and trend monitoring for HR, D&I, vitality, and L&D themes.

Product overview

Sparkey is an HR research bureau operating under Motivaction International B.V., offering a portfolio of research-based products and services focused on understanding employee motivation, behavioral change, and organizational effectiveness. The core offering includes the WorkProfiler HR segmentation model, alongside services for employer branding, employee experience (werkbeleving), HR trend monitoring, and employee turnover analysis. Sparkey provides data-driven research to help organizations attract, retain, and develop employees through tailored research methodologies including surveys, pulse measurements, and specialized assessments.

Differentiator

Problem solved

Functional benefit

Products and services

• WorkProfiler A unique HR segmentation model that distinguishes six different types of employees, providing information about the drives and preferences of employee target groups. Helps organizations understand which employees they have and which employee groups fit their organization and culture.
• Employer Branding Research services focused on employer image and labor-market positioning, helping organizations understand what makes them distinctive as an employer.
• Werkbeleving (Work Experience) Services focused on employee experience and workplace culture, including employee surveys (MTO), pulse measurements, and deeper research into leadership, DE&I, and vitality.
• HR Trendmonitor Current insights on HR trends based on 35,000 professionals, covering themes including diversity & inclusion, vitality, learning & development, and the role of HR.
• Switch Services addressing employee turnover, including exit interviews, work pressure research, mobility and absenteeism analyses, and identifying bottlenecks.
• Medewerkersonderzoek (MTO) Employee surveys and pulse measurements to assess employee satisfaction, engagement, and organizational health.
• EigenaarschapScan An ownership scan tool for measuring and assessing ownership culture within organizations.
• Learning & Development Monitor Annual research monitoring the L&D landscape by surveying both employers and employees, conducted in partnership with Studytube.

Quantifiable outcome

• 26% of new employees leave within 12 months - research helps identify causes and solutions
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Effectory: Dutch-headquartered employee feedback and engagement research firm serving European enterprises with surveys, pulse measurements, and benchmark data — the closest like-for-like competitor to Sparkey in the Dutch market.
• Great Place to Work: Global employer branding research and certification organization; overlaps directly with Sparkey's employer image and work experience offerings, particularly for organizations seeking recognized employer-brand credentials.

Broad incumbents

• Mercer: Global HR consulting firm with a sizable workforce research and engagement practice; competes with Sparkey on employer branding and employee research, especially for multinational clients operating in the Netherlands.
• Ipsos: Global market research firm with established HR and employee experience research practices in the Netherlands; competes for the same B2B HR research engagements as Sparkey, with much broader scale.
• Kantar: Major global market research group with employer brand and workforce research capabilities; relevant peer because Motivaction itself competes in the broader Dutch research market alongside Kantar's local operations.
• Willis Towers Watson: Global advisory firm with HR research, employee experience, and benchmarking capabilities that overlap Sparkey's service portfolio at the enterprise end of the market.
• Korn Ferry: Global organizational consulting firm with HR research, employee engagement, and culture diagnostics practices that overlap Sparkey's employer branding and culture assessment offerings.
• Gallup: Global employee engagement and strengths-based research firm with proprietary segmentation frameworks (e.g., CliftonStrengths) that parallel WorkProfiler; competes for the same enterprise HR research budgets at larger scale.

Emerging players

• SHL: Talent assessment and people analytics firm with overlapping workforce research offerings; competes with Sparkey in adjacent niches (talent segmentation, employee research methodologies) rather than core employer branding.
• Randstad RiseSmart: Talent mobility and HR advisory arm of Randstad with employee research and employer branding capabilities that intersect Sparkey's workforce research portfolio in the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sparkeyhrstrategyandinsights

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sparkey