Asda launches consumer confidence survey

by Jacquie Bowser, Brand Republic 08-Sep-08, 12:55

LONDON - Asda has launched a consumer confidence survey, produced by TNS, to chart the confidence levels of 10,000 panel members in relation to issues impacting people's personal lives, such as the economy and job security.

The Pulse of the Nation Index will run each quarter, focusing on ten issues, including personal finance, relationships, education, safety from crime, job security, the environment, time pressure, diet, exercise and the economy.

Findings from the first quarterly index confirmed that confidence in the economy is very low. The economy received an average score of 28 out of 100 from the 2974 panellists who responded.

However, the index revealed that while there is low confidence in the economy, people are feeling confident about job security (65/100) and positive about the general state of their own and their families' lives, with an overall score for the UK of 58 out of 100.

Respondents also gave high scores for the quality of education children are receiving (70/100) and the strength of their relationships (family & friends) -- 78 out of 100.

As the economic conditions change over the next quarter, the index will monitor the fluctuations in all the confidence measures, showing whether consumers still feel as positive about their life and as resilient against external economic conditions.

Rebecca Bektas, Asda's head of customer insight, said: "With over 16m customers a week, we have commissioned this research to gain a greater understanding and insight into consumer attitudes.

"Given that the demographic of Asda shoppers mirrors the national population most closely of all the major supermarkets, we feel in a unique position to chart consumer confidence levels in the UK."