Asda is on the hunt for 10,000 volunteers to reveal exactly what they think of the retailer. 

Under the Pulse of the Nation scheme, Asda will ask shoppers for feedback on prices and new products and ask about their lives and shopping habits. “The idea is getting close to customers to help get views and information,” said a spokesman. “It is a huge piece of research.”

The volunteers will not be paid, but will be entered into prize draws. They are being signed up on Asda’s website. Questions will be sent via email and the research compiled for Asda to analyse and make decisions about new products, pricing and promotions.