IT'S OUR GRASP OF

emotion

THAT MAKES US THE BEST

We know consumers feel first, think second; that brands which connect do best

Our 5Drivers model identifies five clear states that underpin consumer behaviour. It helps brands understand the emotions they play to and where growth opportunities exist.

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DESIRE
IMMERSION
FREEDOM
CONTROL

The most fundamental need, which makes us sensitive to disruption, change or loss

BELONGING

Led by passion, this is all about gratifying urges that go beyond basic needs

The yearning for the connections that  humans, as naturally social animals, crave 

Enjoyable escape into a place where things align, your cares melt away and you live in the present

The moment consumers feel released, energised and empowered to do things differently

ABA exists to make clients feel different, inspire change, drive success

Our game-changing research spans 4 main areas. We focus on outputs not methods, meaning results always deliver a commercial return for our clients

GETTING
TO KNOW 
CUSTOMERS
  • Trends/state of the nation

  • Attitudinal segmentation

  • Behavioural segmentation

  • Database attribution

  • Customer closeness

  • Stakeholder engagement

  • Communities and panels

BUILDING WINNING
PROPOSITIONS
  • Category planning

  • Proposition evaluations

  • Co-creation

  • Concept testing

  • Post-launch evaluations

  • Brand positioning

  • Relationship CX

  • End-to-end CX

  • Ad testing

  • Brand tracking

GROWING BRAND
WARMTH
OPTIMISING ON-THE-DAY EXPERIENCES
  • Journey mapping

  • Key driver analysis

  • Outlet-level satisfaction programmes

  • Digital pop-up surveys & feedback buttons

  • Post-purchase surveys

ALWAYS ROOTED IN OUR feel FOR feelings

 
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STAKEHOLDER

ENGAGEMENT

Stalin said 'the death of one man is a tragedy, the death of a million is a statistic'.

Customer closeness sessions turn consumers into real people and this radically changes our ability to solve problems and innovate.

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CUSTOMER EXPERIENCE

For ten years we've run John Lewis' CX programme. 

 

We organise everything, from the collection of data to self-serve data portals to quarterly reports that track performance against strategic priorities. We always have our eyes on opportunities for improvement. 

 

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INTERNATIONAL

SEGMENATION

Over the last 25 years we've worked on hundreds of segmentation projects.

 

We're particularly proud of our work with Boden; this spans the UK, US and Germany. We've successfully mapped the segments onto its transactional database.

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PROPOSITION DEVELOPMENT

Puregym's mission is to make the nation fit. 

We used implicit techniques to ensure winning ideas didn't get blocked by over-rationalised responses and tested to make sure concepts connected at an emotional level.

 

 

Some of the clients we're proud to have partnered with

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Our people have always been the heartbeat of ABA

In addition to natural talent, 'ABA-ers' are collaborative, far-sighted, adaptable, committed and easy to get on with. If you're interested in joining the ABA family please get in touch.