ABA is one of the UK’s leading market research companies. Founded by Alison Bainbridge in 1994, we now have a 100+ team across St. Albans, London and Leeds – running projects worldwide
We specialise in 8 crucial areas for retail brands - creating bespoke solutions that, often blending quantitative and qualitative approaches, turn insights into action
Our aim is to ‘move ahead together’ by delivering research that compels action. Our values of Partnership, Discovery and Action guide all we do.Find out more
We are proud to have been endorsed in industry awards, including MRS Best Agency and AURA Agency of the Year.Find out more
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.Find out more
Seeking to improve its already strong customer experience position, John Lewis appointed ABA in 2008. We’ve been a trusted partner ever since – measuring customers’ likelihood to recommend the brand, however they interact with it, and identifying how best to enhance scores.
M&S's Womenswear attracts a broad church and it recognises the danger of trying to be 'all things to all' and ending up never the thing for anyone. ABA united senior stakeholders and shoppers to develop understanding that ensures M&S better satisfies customer needs.
Superdry wanted to overhaul its Brand Track programme to identify a clearer correlation between scores and commercial performance – identifying changes that would build more meaningful customer bonds across the globe.
The eagerly anticipated 2015 iPhone launch saw one of the fiercest retail battles ever. Desiring deep customer understanding to compete successfully in a highly contested market, O2’s Research Team appointed ABA to ensure they emerged with a great proposition.
Seeking to strengthen its digital player relationship, Camelot invited ABA to help it create a continual dialogue with customers – compatible with its major new online and mobile platform, which is transforming the way players interact with National Lottery games across all devices (particularly mobile).
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. Packaged world food is just one of many categories we've reviewed over the last five years.
In developing tailor-made solutions, we are guided by our strategic approach and belief in unifying the robustness of quantitative research and the flair of qualitative research.