ABA Research

ABA Research is an independent insights agency that uses the study of consumer emotion to help brands understand what really drives people. It says it has more than 25 years of experience and works globally, with clients ranging from start-ups to very large brands.

What ABA Research does

• The Score: a weekly reading of the national mood and of emerging consumer needs.
• Proposition development: shaping new offers around what engages customers.
• Customer segmentation: grouping consumers by their needs and motivations.
• Brand and communication: research to guide how brands present themselves.
• Research tools: its own 5Drivers and FeelFactor methods, biometrics, data science and a real-time platform.

Who it serves

Past projects named on its pages include child safety work for the NSPCC and O2, the digital experience of The National Lottery, and customer experience at Eurostar.

Key facts

• Experience: more than 25 years
• Tools: 5Drivers, FeelFactor, biometrics and a real-time platform