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 moreWe are proud to have consistently triumphed in industry awards including MRS Best Agency and Aura Agency of the Year.
Find out moreOur 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 moreSeeking 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.
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.
Regular updates on the retail developments we think will turn heads and win sales.
Find out morePeriodic thought-leader observations and interpretation on the shape of modern retail.
Find out moreOur 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.