Asda: Diving deeper, thinking broader, working closer

Anna Cliffe, Beverley McCauley and Rebecca Briscoe

This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each.

Asda: Diving deeper, thinking broader, working closer

Anna Cliffe, Beverley McCauley and Rebecca BriscoeBrass Insight and Asda

Summary

This is an inspiring, best practice case study of how an agency and client can work together to produce insight which makes a difference. We believe it highlights a new modelfor clientside insight management, as well as a stepchange in how agencies and clients should work together.

Asda has worked with customer insight for a long time, but like many businesses, found a tension between the needs of departments and corporate strategy. Working with Brass on the '...

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