Photograph of Natalie Geddes

Natalie Geddes

ABA Research United Kingdom


Natalie is passionate about the fast-moving world of retail. Her career at ABA Research has enabled her to work with some of the UK’s most prestigious and ambitious retail brands.

Natalie leads ABA’s constant search for ever-more commercially telling ways of pinpointing the emotions that shape consumers’ relationships with brands. Specialists in retail research, ABA harnesses its #5Drivers model of shopping behaviour to diagnose which emotions a given retailer is tapping into – and what this means at each point in the shopper journey, from the physical store and digital proposition to Instagram feeds and ad campaigns.

ABA uses implicit techniques and tech-based solutions to measure the nature and importance of these emotions and identify which tactics would produce the most successful outcomes for the brand.