Launched at the start of 2012 Mumdex is supermarket chain Asda’s series of quarterly reports. The first edition concentrated on the recession. Based on answers from 2,141 mums, the survey looked at what they want and how they feel about the economy. Asda’s Mumdex studies are aimed at helping the grocer to tailor its price guarantee scheme to its key demographic. The grocer, whose customers are 80 per cent women, asked the interviewees about their views and experiences on various relevant topics such as the economy, mums and children. The programme needed an identity, logomark and full art direction of all accompanying literature. This involved infographic and icon design. A template and style guide was created for consistency on all future reports. Asda have so far commissioned six reports, each with a different theme.