ASDA Honored for Innovative Use of Research and Integration of Community Insights throughout its Business
LONDON – September 26, 2013 – Vision Critical, the leading provider of insight community technologies, today announced that ASDA, one of the UK’s largest retailers, and its customer community, Pulse of the Nation, wins the Vision Critical 2013 European Insight Community of the Year award.
Every year, Vision Critical runs a contest to identify the European Insight Community of the Year from amongst its regional clients. Entrants are appraised for their commercial application, insight innovation and creative use of technology by a panel of judges from across the business. This year, ASDA’s community was selected from a field of nearly 100 European insight communities managed by Vision Critical. The award recognises ASDA’s innovative use of research and successful integration of shopper insights across its business.
With more than 20,000 active members, ASDA’s Pulse of the Nation community was created in 2010 to deliver more responsive insights to stakeholder teams. Insights from the community support decision making across product development, category management and communications teams, and the monthly Mumdex barometer of Mums’ sentiment is now a cornerstone of the company’s PR strategy. The shopper community is highly engaged and responsive, with some weeks seeing up to five projects running.
“Congratulations to ASDA on their win,” said Mike Stevens, Vision Critical’s UK managing director. “It’s a great reflection of the value the company puts on consumer insights, and very gratifying for us to see a brand really leveraging its insight community for maximum impact.”
“It’s great to be a part of something that provides an invaluable source of customer feedback and insight for ASDA,” said Jennie Rainford, ASDA’s customer insight manager. “The team and I are delighted that Pulse of the Nation is Vision Critical’s European Insight Community of the Year.”
ASDA will now compete for the title of Global Insight Community of the Year, against three regional finalists from North America and the recently announced Asia-Pacific winner, Singtel. Approximately 200 Vision Critical clients will vote for the winner at the company’s annual Summit in New York City on October 3rd.