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Founded 2009.
Featured in New York Times 2011 https://www.nytimes.com/2011/05/30/business/media/30focus.html
Created LookLook 2011
Broke into luxury category engaging HNWI's to participate in high-end luxury research with fun "show and tell" interface 2016.
Reached 1000 HNWI database. Google and Richemont joined client base 2017.
Launched agile Analysis Tool for faster data storytelling. Veronica Beard, lululemon joined client base 2018.
Conducted first global studies in Shanghai. Tiffany & Co, Deutsch, Intermix joined client base 2019
Launched The Collective using 1500 HNWI database for luxury brand pulse-checks 2020
Recruitment
We do not outsource the recruitment of participants, because we consider it to be a critical key to success. We don’t use tired phone bank panels or generic crowdsourcing. Resourcefulness, integrity, a deft command of social media and the reach of our own network gets us a stunning recruit every time.
LookLook is global. The platform can work in any country and we have fielded studies in China, Brazil, Mexico, India, France, and England. We can include people in multiple time zones for the same study and field everyone on the same day with multiple moderators.
It’s rare that anyone in our studies has ever participated in a focus group! We find people that are enthusiastic about a specific topic and we go deep with them. The intimacy of texting, one-on-one conversation and anonymity makes for robust conversation and insights.
Malinda Sanna is one of the most sought-after insights specialists in the world of consumer research, advertising development and marketing strategy. Sanna studied strategy internationally, cut her teeth at The Coca Cola Company in new product development, worked at some of the world's leading advertising agencies, then set out to pioneer some new methods of consumer research by founding SPARK Ideas. She aims for the highest levels of creativity, always balanced by the pragmatism of her early client-side training. The SPARK team works from Neuehouse in Manhattan, and project teams are composed from virtually across the world.
malinda@spark-nyc.com
917.991.044