Primary Research · Strategic Clarity
Primary Research That Drives Strategic Decisions
BrandSpark International is a Toronto market research firm founded in 2001. We deliver brand health tracking, concept testing, brand trust research and strategic consulting across CPG, high-involvement product categories, services and powersports, and we train research and marketing teams to use AI in their daily work.
Research powering three consumer-voted awards programs
What We Do
Five Connected Practices
25 years and 1,000+ projects of primary research across brand health, concept testing, brand trust and strategic consulting, with longitudinal tracking, custom studies and normative context from our annual consumer datasets. Our AI training teaches client teams the same methods.
Brand Health Tracking
Brand trackers across CPG, high-involvement product categories, services and powersports, with our longest-running program continuous since 2009. Trend data deep enough to show where momentum is building or eroding.
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Concept and Product Testing
Concept testing, package design evaluation, communication optimization, and pricing studies using PSM, Van Westendorp and conjoint. Innovation pipeline support from idea to launch.
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Brand Trust Research
One of the largest brand trust datasets in North America. The Hierarchy of Trust™ framework diagnoses where your brand stands and what move drives the highest return.
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Strategic Consulting
Segmentation, opportunity sizing and advisory work, with findings delivered as board-ready recommendations: a clear view of what to do next and the evidence behind it.
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AI Training
Applied AI Foundations sessions and hands-on AI Working Sessions for research, insights and marketing teams, built from the AI systems our researchers run on client studies.
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Our Specialty
Brand Trust Research
Brand trust is the lens we bring to every engagement. We have measured brand trust continuously for 12 years across Canada, the USA and the UK, and our Hierarchy of Trust™ framework diagnoses where a brand stands and what to do about it.
Explore Brand Trust →Up to 30%
Price premium trusted brands command
+50%
Repurchase lift driven by trust
Our Consumer Programs
The Research Behind the Seal
BrandSpark powers three consumer award programs that brands across North America use to validate trust, innovation, and value on shelf and in marketing. Each program is built on the same primary research rigor that underpins our custom client work.
BrandSpark Most Trusted Awards
BMTA · 12 years of trust data
An annual consumer survey that identifies the most trusted brand in each product and service category, based on which brand shoppers name, unaided, as the one they trust most. Winners earn the right to carry the Most Trusted seal on packaging, retail displays and digital channels.
Best New Product Awards
BNPA · Since 2004
North America's largest consumer-voted new product awards program. Shoppers evaluate new launches across CPG categories, and winners are decided by surveyed consumer response. Winners earn the right to use the BNPA seal in marketing and on shelf.
WorthIt! Awards
WorthIt · Since 2025
Consumer-voted quality-for-value recognition. A brand wins when shoppers consistently judge its quality worth what they pay, regardless of price tier. The inaugural US program covered 104 categories and 290 winning brands.
All three programs are operated by Best New Product Awards Inc., a sister company of BrandSpark International. If you are a program winner looking to connect with the research team, or interested in custom data from any program, we would love to hear from you.
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AI Training for Research, Insights and Marketing Teams
We train client teams to use AI in their daily work, with the same standards and checks our researchers use on client studies. Programs work in ChatGPT, Claude, Microsoft Copilot or Gemini.
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Recent Research Work
Branded discrete-choice conjoint with market simulation
Pricing hardware and subscription together for a connected-device brand
BrandSpark used a branded discrete-choice conjoint to re-price a connected device and its subscription together. The study found that hardware and subscription price combined drive roughly half of purchase preference, and the client adopted a managed price range its commercial team now operates inside.
Three MaxDiff exercises with benefit-to-feature association mapping
Ranking features, benefits and barriers for a premium connected fitness brand
BrandSpark ran three MaxDiff exercises in one survey, on 17 product features, 17 consumer benefits and 17 purchase barriers, and linked features to benefits. The result cut a long feature list to 5 focal features, and the client adopted it as the reference for later positioning and campaign work.
Drivers and MaxDiff, then rotated monadic message testing with forced choice
Why the most-liked message finished last: a two-phase message test
In a two-phase message test for a consumer wellness brand, the message that tied first on top-box likeability (42%) finished last of 6 on forced choice (13.3%). The message that ranked last on likeability won its concept on forced choice. A ratings-only test would have picked the wrong message.
Ready to Start a Research Conversation?
Tell us about the brand health tracking, concept testing, brand trust research, strategic consulting or AI training you are planning, and what decision it needs to support.
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