The power of emotion is all around us

5DRIVERS

Decoding the feelings that really shape behaviour

We used to think consumers behaved rationally – we now know that most decisions are emotion-led and we post-rationalise the reasons why. This means that brands that engage emotionally perform best. Our 5Drivers model, which identifies 5 clear states that underpin all consumer behaviour, helps brands understand the implications for them.

CONTROL

DESIRE

IMMERSION

FREEDOM

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 provide a means of self-orientation or feeling in tune with something bigger

The 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

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Game-changing research across 4 areas

KNOWING

CUSTOMERS

BUILDING WINNING

PROPOSITIONS

GROWING BRAND

WARMTH

OPTIMISING ON-THE-DAY EXPERIENCES

Experience matters

 
 

PROPRIETARY SURVEY SOFTWARE

V-portal

BEST-IN-CLASS TEXT ANALYTICS

Unlocking the power of video in gaining insights and communicating results

Living Lens

DATA VISUALISATION

Klood Radar

Allows vast quantities of unstructured digital data to be monitored in real-time

AUTO ETHNOGRAPHY

Sensum

Using biometric technology to gauge non-consious/emotional responses

Sensum biometric

BIOMETRICS

 

Using tech to get deeper insights

Bright, dedicated & human

Our people have always been, and always will be, the heartbeat of ABA. In addition to natural talent, 'ABA-ers' are collaborative, far-sighted, adaptable, committed and easy to get on with.

In 2012 we opened ‘Raindrops on Roses’, a highly successful gift shop whose profits all go to combat cancer – putting ‘our money where our mouth is’ and demonstrating ABA’s retail expertise.

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