We are also known for our applications in counterterrorism and cognitive health.

We move past what people say and into how people perceive, reason, and act by measuring brain activity and other biometric and behavioral data. We quantify the true human experience down to the subconscious, without the bias of standard self-report measures.

Traditional research methods like surveys and focus groups provide a biased view of audience engagement. These self-reportAsking people to tell you how they feel forces them to rationalize a response that is not necessarily inline with their true reactions. methods suffer from groupthink,The loudest person sways the crowd and other people jump on the bandwagon. social desirability bias,People don’t want to be judged so they say what they think is popular or don’t say anything at all. confirmation bias,The experimenter has a preconceived notion and hears what they want to hear, interpreting data to confirm what they already thought. and experimenter bias.Participants can sense what the experimenter wants to hear and gravitate toward the perceived “right” answer that will please the moderator. Meanwhile, the results lack granularityIn advertising, every second counts. Surveys and focus groups provide general feedback, but can’t give a second-by-second understanding of attention and emotion. and are unable to tap into the subconscious nature of emotion.Emotion is largely a subconscious process. People aren’t consciously aware of their feelings in realtime and can’t articulate what is lying beneath the surface.

SPARK’s research is trusted by major brands, ad agencies, TV networks, and move studios.