We are an insight agency.
We use insightful, intelligent analysis to put people at the heart of the organisations we work with.
Research Association Effectiveness Awards, winner Innovation Award 2016
AUT Business School 2016 Excellence in Business Support Awards, winner Business
$5M - $20M T/O category
IBM Kenexa Best Workplace Awards, Finalist 2015 & 2016
Research Association Effectiveness Awards 2016, winner Platinum - Social & Community
Research Association Effectiveness Awards 2016, winner Gold - Media & Advertising
Architecture Now Interior Design Awards 2015, Supreme Award
Design Institute of NZ Best Awards, Spatial - Colour, Gold
2015 Design Institute of NZ Best Awards, Spatial - Office & Workplace, Gold
2012 Westpac Auckland Central Business Awards, Excellence in Marketing, Winner
2012 Westpac Auckland Central Business Awards, Best Emerging Business, Finalist
2011 Ernst & Young Entrepreneur of the Year, Finalist
2011 Deloitte Fast50, 42nd Fastest Growing Company
Architecture Now Interior Design Awards 2015, Workplace under 1000m2 Award
AUT Excellence in Business Support Awards 2014, winner Sales & Marketing
ESOMAR Award for Best Paper, Market Research Society NZ 2013 Conference
Research Association Effectiveness Award 2014, Gold - Consumer Services
Research Association Effectiveness Awards 2014, Gold - Media and Advertising
Research Association Effectiveness Awards 2014, winner Data Insight Visualisation Award
Insight at TRA is not any one thing, and it’s informed by the passion and skills of our team as much as any organisational process. Our approaches are diverse, but fundamentally we understand, on an empathic and intellectual level, how brands fit into people’s lives and how this can drive growth for clients.
Lion needed to identify the next big thing for their largest brand Steinlager. It had been 10 years since the launch of Steinlager Pure, so ensuring continued brand relevance was key. Through two separate waves of customer co-creation sessions involving TRA's clients and Steinlager's target market, an opportunity space emerged for a Japanese-style beer - Steinlager Tokyo Dry.
There was a chance to stand out in the market through packaging, and by communicating to a new beer drinking audience in a way that was not only relevant to, but which differentiated from more traditional green bottle lagers. TRA ran a strategy workshop to set a go to market strategy for the new Steinlager Tokyo Dry offering. The business results from the launch have been outstanding, with sales results exceeding targets and outselling all but one other brand in the market.
Like many energy companies, Mercury was seen as a largely impersonal machine that lacked understanding of its customers. In an effort to put customers front and centre at all levels of the business, TRA was tasked with segmenting Mercury’s customer base and bringing the personas to life.
TRA used a ground-breaking approach involving data analytics and ethnographic depth interviews and diaries to create a segmentation that enabled Mercury to be much more customer-centric. The company now uses its knowledge of its customers to develop customised communications, services and offers, resulting in an improved bottom line for the business.
Faced with a rapidly developing ultra-fast broadband (Fibre) market, Spark found that their rate of upgrade was behind their expected market share. TRA was bought in to provide clarity on what consumers were looking for from their Fibre provider.
TRA was able to provide a number of key insights that bought a genuine customer focus to Spark's Fibre strategy, prompting a significant shift in strategy and execution. The result was a significant upswing in Spark’s share of the Fibre market - achieving 54% of all Fibre upgrades in April 2016, which was 4 percentage points ahead of target.
Increasing pressure on Auckland's roading infrastructure has seen Auckland Transport investigate new ways to reduce the number of peak hour single car journeys. Auckland Transport commissioned TRA to develop a strategy to get Aucklanders using cycling and walking as a mode of transport, as opposed to reaching for the car keys.
The insights gained by TRA enabled Auckland Transport to develop a new marketing strategy that focuses on removing mental barriers to walking and cycling. The creative campaigns that followed saw a 15% increase in the proportion of Aucklanders cycling between 2015 and 2016, and a 10% increase in walking journeys that replaced car trips.
Te Wānanga o Aotearoa
Te Wānanga o Aotearoa are the country's second largest tertiary institution, but were struggling with a lack of awareness in the community. Te Wānanga o Aotearoa needed to know how to build their reputation and relevance in a changing educational world in a way that was unique to their values and kaupapa.
TRA set out to truly understand the organisation and create a partnership that encouraged collaboration. At the end of the project Te Wānanga o Aotearoa used TRA’s insights to redefine themselves as a modern Wānanga and also as an education brand. Doing so allowed them to increase enrolment enquires by 350%.
We’re defined by ambition, restlessness, resilience, unity, innovation, warmth and respect; for ourselves and for others. We don’t stand on ceremony and certainly don’t stand and wait for things to happen. We’re influential, in touch, intrepid and incomparable. And on a good day, we’re untouchable.