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.
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
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Trends/state of the nation
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Attitudinal segmentation
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Behavioural segmenation
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Database attribution
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Customer closeness
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Stakeholder engagement
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Communities and panels
BUILDING WINNING
PROPOSITIONS
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Category planning
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Proposition evaluations
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Co-creation
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Concept testing
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Post-launch evaluations
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Brand positioning
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Relationship CX
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End-to-end CX
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Ad testing
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Brand tracking
GROWING BRAND
WARMTH
OPTIMISING ON-THE-DAY EXPERIENCES
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Journey mapping
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Key driver analysis
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Outlet-level satisfaction programmes
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Digital pop-up surveys & feedback buttons
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Post-purchase surveys
ALWAYS ROOTED IN OUR feel FOR feelings
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'.
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.
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.
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
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.
