About

Populus
Northburgh House
10 Northburgh Street
London EC1V 0AT

Tel: +44 [0]20 7253 9900
Fax: +44 [0]20 7253 9911

Asda

The challenge

Asda wanted to take a more systematic approach to its existing reputation tracking and to set targets for improvement.

The solution

Populus conducted an initial stakeholder perception audit probing attitudes to the supermarket sector and the reputation of the company among stakeholders including MPs, civil servants, planning officials, unions, and NGOs including environmental, farming and disability groups. As well as gathering valuable qualitative insight from these key groups, Populus devised a series of numerical questions to establish benchmarks on key measures, allowing Asda to set targets for the future.

This research is repeated regularly, giving Asda’s most senior management a clear reality check and an assessment of the cut through achieved by their strategic communications. The research is used by the company to measure progress against its targets and refine its public affairs activity in response to qualitative findings. The process has helped the company to steadily improve its reputation among its most important stakeholders.

Posts you might like
Omnibus   |   Apr 15
Tescos non food

How Tesco’s non-food offer can help fight falling sales

As Tesco aims to move forward from reported losses of £6.4bn, new Populus research demonstrates how consumer appetite for non-food supermarket categories may help the retailer improve its competitiveness.

Omnibus   |   Aug 15
bake sales

Has the Bake Off encouraged fundraising for Great British charities?

According to our research commissioned by the Charities Aid Foundation (CAF), the hugely successful Great British Bake Off has inspired millions to “self-raise” for good causes.


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