SPARK Data

What SPARK Data does

SPARK Data is a London-based research and analytics consultancy operating with a team of approximately seven employees. The firm delivers bespoke market research projects combining quantitative survey work, advanced data analytics, and natural language processing–based text analytics. Its service portfolio centers on four offerings: 'Number Sprint' — a rapid-turnaround quantitative survey service; Quantitative Research ('NUMBERS') — bespoke questionnaire design using techniques such as conjoint, max diff, and key driver analysis; Data Analytics — predictive modelling and network analysis for forecasting market metrics and mapping brand relationships; and Text Analytics — in-house NLP for topic and sentiment analysis on unstructured customer feedback from reviews, social media, and surveys. The firm brands its NLP approach as 'human made machine learning', positioning experienced insight professionals alongside technical execution.

The company serves five vertical use cases: Consumers and Brands (brand awareness, tracking, campaign evaluation), Leisure and Culture (experience optimization, loyalty), Citizens and Society (policy evaluation), Public Opinion (attitude and opinion measurement), and Sports Participation and Governance (diversity, inclusion, participation). Pricing is not publicly disclosed; engagement is project-based with custom quotes, initiated via [email protected] and managed end-to-end by senior Research Director–level staff. Distribution is direct enterprise field sales with no self-service, marketplace, or reseller channels. Marketing is driven by thought leadership through the 'Scribbles' blog, where founder Michael Wagstaff publishes regularly on survey quality, AI in research, storytelling, and respondent authenticity. No funding rounds, M&A activity, partnerships, named customers, or revenue figures are disclosed in available source materials.

Name

SPARK Data

Legal name

SPARK Data

Website

https://sparkpartnership.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SPARK Data is a London-based research and analytics consultancy delivering bespoke quantitative surveys, predictive analytics, and NLP-based text analytics to brands, leisure/culture organizations, public sector bodies, and sports governing bodies via direct project-based engagements.

Ownership category

akta.pro rank

Product category

Market Research and Analytics Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

akta.pro secondary industries

Data Analytics Integration & Insight Platforms (Research Ops, Dashboards, Insight Repositories) (MPAAALAO), Data Analytics & Business Intelligence Services (BPAHALAC)

Keywords

• Market research services
• Quantitative survey research
• Advanced data analytics
• Natural language processing
• Consumer insight consultancy

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Analytics Services: Professional services revenue through bespoke research projects. The company manages the whole project lifecycle from questionnaire design to delivery of full report. Services include quantitative research (Number Sprint), data analytics, and text analytics.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

SPARK Data is a research and analytics consultancy delivering bespoke quantitative research, advanced data analytics, and NLP-powered text analytics to brands, leisure/culture organisations, public sector bodies, and sports governance clients. Its core offerings include the Number Sprint rapid-turnaround survey service, full quantitative research projects (conjoint, max diff, key driver analysis), predictive modelling and network analysis, and in-house text analytics using topic and sentiment analysis. Each engagement is managed end-to-end by a senior Research Director from questionnaire design through to delivery of a full PowerPoint/Word report.

Product overview

SPARK Data is a research and analytics consultancy offering a portfolio of services centered on quantitative research, advanced data analytics, and AI-powered text analytics. The core offerings include: (1) Number Sprint - a rapid-turnaround survey service combining agile digital platforms with expert research management; (2) Quantitative Research - bespoke questionnaire design and delivery using conjoint, max diff, and key driver analysis techniques; (3) Data Analytics - predictive modelling and network analysis for forecasting and market understanding; and (4) Text Analytics - natural language processing for sentiment and topic analysis from unstructured customer feedback. The company specialises across four sectors: Consumers and Brands, Leisure and Culture, Citizens and Society, and Public Opinion and Sports Governance.

Differentiator

Problem solved

Functional benefit

Products and services

• Number Sprint A fast-turnaround quantitative survey research service combining agile digital surveying platforms with expert research oversight. Includes a bespoke questionnaire (up to 15 minutes, 30-40 questions) with closed questions, scales, ranking questions, one open-ended question, embedded media, and timed emotional response, delivered as a full PowerPoint/Word report with a storytelling-led approach and data visualisation.
• Quantitative Research (NUMBERS) Quantitative research specialists providing rigorous, fast, and value-driven insight through bespoke questionnaires using agile digital surveying platforms. Applies analytical techniques such as conjoint, max diff and key driver analysis to explain business implications, with full project management and a presentation-ready report covering brand awareness and tracking, campaign evaluation, opinion polling, policy evaluation, and segmentation.
• Data Analytics Advanced analytics service using predictive modelling and network analysis to identify key market drivers and forecast metrics such as sales, revenue, market share, and customer base. Network analysis is used to graph connections between brands and measure brand power, influence and communications effectiveness through centrality measures.
• Text Analytics Natural language processing service that analyses unstructured data from ratings and review sites, social media, and in-house customer feedback channels. Uses in-house programmers for topic and sentiment analysis to identify key words, topics, sentiment, and their hierarchy of importance for brands, products, or services, with stated capabilities for detecting subtle shifts in customer sentiment and identifying drivers of satisfaction.

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Savanta: B2B and consumer market research agency offering quantitative, qualitative, and advanced analytics services. Comparable to SPARK Data across its multi-vertical brand, leisure, and public-sector research focus.
• Gongos: Mid-sized US/UK market research agency specialising in consumer insight, conjoint, and advanced analytics. Highly comparable methodology stack (conjoint, max diff, key driver) to SPARK Data's quantitative offering.
• Mintel: Consumer market research firm providing survey-based consumer insight, market sizing, and trend analysis. Overlaps directly with SPARK Data's quantitative research and brand tracking services.
• YouGov: Global market research and public opinion polling firm offering bespoke quantitative surveys and analytics to brands and public-sector clients. Directly comparable to SPARK Data's Numbers, Public Opinion, and Citizens & Society offerings.

Emerging players

• Toluna: Digital market research platform combining automated survey programming with analytics and panel access. Comparable to SPARK Data's agile digital platform positioning, but with self-serve rather than senior-led delivery model.
• Jaywing: UK-based data science and analytics consultancy offering predictive modelling, text analytics, and research services. Comparable to SPARK Data's Data Analytics and Text Analytics services in the UK market.
• Join the Dots: UK-based research and insight agency offering quantitative, qualitative, and analytics services to brands. Comparable regional peer for SPARK Data's Brands & Consumers and Leisure & Culture verticals.

Broad incumbents

• Ipsos: Global market research and public opinion leader offering survey, analytics, and advisory services across all sectors. Comparable at the methodology level to SPARK Data but at vastly greater scale and brand recognition.
• Qualtrics: Experience management and survey platform offering quantitative research, advanced analytics, and text/NLP analytics (Text iQ). Direct functional overlap with SPARK Data's full stack, particularly in text analytics and predictive analytics.
• Kantar: Large multinational research and analytics firm with deep expertise in brand tracking, consumer insight, and text analytics. Overlaps with SPARK Data's Numbers, Data Analytics, and Text Analytics offerings as a much larger incumbent.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/spark-partnership

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SPARK Data