Backroom roots, boardroom influence

Alison started Alison Bainbridge Associates (with no associates!) just 3 years after leaving university; renting a windowless, backroom office in Ealing. She knew nothing about research – a blank slate that was to prove a secret weapon.

From the outset, Alison worked with big names like House of Fraser and Topshop, creating techniques that felt intuitively right – not bogged down by ‘the proper way’. Being 25 also gave her an intelligent naivety that, unknowingly, meant she replaced ‘accepted answers’ with action-rich insights. 

25 years on and now with 100+ 'ABAers' we still focus on outputs not method. ABA works with clients as ‘brand growers’ not researchers – and, true to our roots, we love bringing in the youthful talent that ensures we retain the naivety which makes every project special.

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