Cutting our cloth accordingly

Tailor-made research reveals buying behaviours of parents choosing kids’ clothes.

Fascinating in-store insights

As part of the drive to capitalise on George at ASDA’s growth, it became clear that there was a need to better understand the habits and behaviours of parents choosing and buying clothing for their children.


The results

Our researchers went to remarkable lengths to get to the heart of the matter at a time when face-to-face interaction has been limited – with cameras given to participants for in-home filming of habits and interactions, diary studies, store walk-throughs and exit interviews. The team studied the footage to unearth and share fascinating insights into the in-store shopping experience, product testing, online retail and buying habits.