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

BELONGING

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

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 segmenation

  • 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.

We've just run a customer closeness workshop for M&S's new Senior Leadership Team which they described as their 'best ever'.

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CUSTOMER EXPERIENCE

For 10 years we've run John Lewis' On-The-Day Customer Experience programme. During this time we've seen the brand win countless customer service awards.

We organise everything, from collection of data to self-serve data portals to quarterly reports that track performance against strategics 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 increasingly partnering with Bonamy Finch to create segments which can be incorporated into customer databases.

We're particularly proud of our work with Boden; this spans UK, US and Germany.

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PROPOSITION DEVELOPMENT

We hate research which isn't acted upon so proposition work is a favourite of ours. 

We use implicit techniques to ensure winning ideas don't blocked by over-rationalised responses and test to make sure concepts connect at an emotional level.

We love Puregym's mission to make the nation fit and relish our involvement in developing its new concept outlets.  

 

Some of the clients we're proud to have partnered with over the last 12 months

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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.