ABA is an independent strategic insight agency. Founded by Alison Bainbridge in 1994, we now have 100+ ABAers at offices in St Albans, Leeds and London – running projects worldwide.
We specialise in 8 crucial areas for retail brands - creating bespoke solutions that, often blending quantitative, qualitative and consultative approaches, set out immediate actions.
Our promise encapsulates ABA’s ability to take a 360° view on business issues, get to the nub and develop compelling narratives that inspire change.Find out more
We are proud to have consistently triumphed in industry awards including MRS Best Agency and Aura Agency of the Year.Find out more
Our charity shop, ’Raindrops on Roses’, shows we truly know retail – YTD sales running at +20% and, thus far, £100k going to local cancer charities.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' 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 so as 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 5 years.
In developing tailor-made solutions to client briefs, we adopt a 5-stage approach – ensuring we deliver against our values of partnership, discovery and action, and making certain the research builds upon rather than repeats existing learnings.
Our clients need us to deliver top-quality research tailored exactly to their needs. We hire the very best and then support development throughout their career. We’ve found that ‘the best’ isn't just about talent, it's about great attitude – and being adaptable, collaborative, easy to get on with and far-sighted are all must-have characteristics for ABAers.