Q™ is for Quantify.

 

We gather and process cultural data and human intelligence to identify patterns and shifts that evade the human eye. Here at sparks & honey, we leverage our AI-powered cultural intelligence platform Q™ to collect signals from over 6,000 global data sources across 140+ countries in 16 languages — 24 hours a day, 7 days a week. Q™ translates the nebulous signals of culture into structured data. Q™ uses artificial intelligence to read, contextualize and organize 90 million signals in the form of articles, media, patents, startups and other signals of cultural change. 

Quantifying Culture Into Structured Data

Using both human and machine intelligence, Q™ sifts through the signals of culture, quantifying and categorizing them against our proprietary taxonomy and scoring algorithms. Like the periodic table of elements, we call this taxonomy the Elements of Culture (or EoCs for short). Through the EoCs, we can unlock the power of social science and data science at scale and create:

  • a living taxonomy of mega and macro trends

  • a compass to navigate cultural shifts in the horizontal

  • analysis of the “what” and the discovery of the “why”

  • a springboard for deeper research and data augmentation

 

Q™ helps you discover big ideas, refine your research and make a cultural impact 

DISCOVER

Predictive Analytics
Breathe new life into product lines ahead of competitors by identifying emerging trends before they disrupt your category.

Use Cases

  • Innovation/R&D

  • White Space Identification

  • Long-term Brand Planning

REFINE

Cultural Zeitgeist
Get better results out of research by understanding the right questions to resonate with your audience.

Use Cases

  • Primary Research

  • Concept/Creative Testing

  • AB Testing

IMPACT

Global Signals
Monitor the cultural impact of a new brand or creative in the market, enabling nimble iteration and pivots.

Use Cases

  • Public Relations

  • Digital/Social Content

  • KPI Measurement

 

Quantifying culture with Q™ can make the difference

An idea is only as good as its ability to make an impact: Q™’s AI-powered workflows are streamlined to help teams get to insights faster and share business critical shifts with stakeholders, all at a single click.

Q™ Impact Stories

DISCOVER: Q™ informs a culturally-relevant go-to-market strategy.

Q™ insights informed the commercialization and brand strategy of new and existing products for a recent skincare client, including a new brand centered on connecting consumers to dermatologists on social media.

REFINE: Q™ shapes more efficient primary research and effective product launches.

The Q™-informed survey for a recent footwear client revealed they align with key consumer values of comfort, sustainability and self-expression, but the brand had low recognition within the target market.

IMPACT: Q™ insights inform breakthrough creative that wins awards.

Q™ insights served as a springboard for “Little Wins” — a positive and now award-winning campaign showing peer-to-peer payments that stood out among sombre lockdown ads and increased PayPal usage.