The Drum Awards Festival - Official Deadline

-d -h -min -sec


Asda’s Mumdex survey could shape future marketing decisions


By Ishbel Macleod, PR and social media consultant

February 22, 2012 | 1 min read

Asda has released its Mumdex survey results, based on answers from 2,141 mums, looking at what they want and how they feel about the economy.

The research found that 93% have changed their lifestyles in response to the economic downturn, while they are allocating twice as much budget for kids’ costs as savings.

A key point which Asda might pick up on is that 88% say that they feel proud when they save money.

The supermarket giant said in the report: “Mums are now taking a strong sense of pride in saving money and have a strong dislike of wasting money; their financial values are moving from uninhibited spending to thrifty household management.”

Since Asda has been focussing on the mum’s shop and saving in its recent ads, it seems like the results of this survey might be used by the company when looking at marketing campaigns in the future.


More from Asda

View all


Industry insights

View all
Add your own content +