Growing category love at Asda​

For Asda, a department can be as big as many retailers in £ turnover – so categories need careful management. Success depends on understanding customer needs/behaviours, competitors and category trends. Over the last five years we've researched over 20 different categories - spanning both food and non-food.

Below are some of the techniques we've used and the benefits they've provided.

“ABA understands how to unpick category opportunities within the context of the parent brand. The team always reveal key opportunities, and help identify the required actions that will step-change improvements in performance.”

Liz Lamb, Senior Director, Insight & Pricing

Longitudinal approach means REAL vs. remembered attitudes and behaviours are explored

Communities - often using WhatsApp

Intercepts catch customers while in ‘genuine shopping mode’ – combining this with observations and the lessons of behavioural economics allows us to get to the true drivers of behaviour

Observation/Depth Interviews

Large-scale quantitative surveys mean we can establish key behaviours, influences and views shaping the category

Usage & Attitude Surveys (U&A)

Revealing consumers’ emotional responses to shopping (either in-store or online) and thereby unpicking reactions across each stage of the customer journey

Bio-metric Interviews

Asking customers to shop whilst wearing high-tech glasses, which track and record eye movements, provides an accurate picture of what is seen and for how long

Eye Tracking

Spending time with customers, often in their own home, allows us to inhabit their world and see their life as it really is


A useful tool if the objectives require thinking creatively about future opportunities - and a good way for stakeholders to observe/interact with shoppers

Focus Groups

Typically pre-recruited, these sessions allow a full shopping trip to be observed - they often involve a visit to a rival store to allow comparisons

Accompanied Shopping Trips