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ResearchBods to build ASDA’s online insight community


Leeds agency ResearchBods has secured an ongoing contract with ASDA to build and manage the supermarket’s online insight community Pulse of the Nation.

The community, which launched in April, allows ASDA shoppers to have their say on a variety of topics such as retail, lifestyle and community. ResearchBods, specialists in customer data and intelligence, secured the contract to build the insight community using their platform ex-plor.

ResearchBods will maintain and develop the insight community on an ongoing basis using their in-house Development Team and Community Managers, adding enhancements and engaging with members day-to-day.

Alongside this, the dedicated Insight Team at ResearchBods work closely with stakeholders across ASDA on specific and targeted research briefs.

Pulse of the Nation adopts a wide range of research methodologies, such as surveys, polls and discussion rooms, including video and photo-based tasks. Its mobile app, which will be launched soon, will allow ASDA to reach customers on-the-go using location-based activities.

Jess Cordy, Insight Manager for Customer & Commercial at ASDA, said: “The platform offers a range of tasks and activities which has expanded our capability to keep members really engaged.

“It allows us to keep our finger ‘on the pulse’ with customers and feed insights straight back to the business at a fast pace. By listening to customers and understanding what’s important to them, we can better meet their needs by putting their views at the heart of our decision making.”

Jonathan Clough, Director & Co-Founder at ResearchBods, added: “As the competitive retail landscape continues to evolve, it’s imperative that businesses engage with their customers in an ongoing and meaningful way.

“ASDA are fully embracing the features and benefits of our insight community platform as a way to get closer to their customers.”

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