Hello Wellington!

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TRA is proud to announce its expansion into the Wellington market. Since opening their doors in 2007, TRA has had a big impact on the insight industry in New Zealand and is the fastest growing agency in New Zealand. After developing a great team and client base operating from Auckland, they are excited to now expand into having local support for their growing base of Wellington clients.

A new office in the capital is a bold step and paves the way for fresh thinking in a market that thrives on thought leadership. TRA’s fresh approach to insight and their understanding of human behaviour has already helped Wellington based clients such as NZ Parliament, VTNZ, New Zealand Post and NZTA to grow.

To lead the Wellington office, TRA is excited to welcome the appointment of Luke Procter as Head of Wellington who will be housed in the Huddart Parker Building in Post Office Square.

A proud Wellingtonian, Luke has recently returned to his hometown after working in Auckland and London for the last ten years in insight, marketing, data and strategy roles.

Most recently working as Insight and Strategy Director for Clemenger SHOP, Luke’s experience across a wide range of industries both agency and client-side, makes him a great all-rounder and well suited to running the Wellington office.

“We’re in the Wellington market for the long-term” says Andrew Lewis, Managing Director of TRA. “Wellington is a big opportunity for us and the plan is to take on Wellington based staff as we grow”. Luke is equally inspired “We’re very excited to bring a fresh approach to Wellington’s insight industry”.


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Content is King, but context is the power behind the throne

In Colleen’s latest article for TheRegister.co.nz, she explains how customer journey mapping has started to become moulded into pre-designated customer experience (CEx) frameworks, and why customer journey mapping is not only in vogue, but it is being hailed as the holy grail of a customer-centric organisation.


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In with the Best of them

BEST awards collage

The accolades for Jose Gutierrez’s design of our Britomart office space keep on rolling in. Last week we supported him at the Design Institute of New Zealand (DINZ) Best Awards at the Viaduct Event Centre – where he was awarded two gold pins for Best Spatial – Office and Workplace; and Best Spatial – Colour. Such incredible design comes out of this little country, and we are very happy to be able to support such a valuable industry.

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As we nervously head into the World Cup quarter-finals, there’s good news for Richie McCaw and his boys. In the social media stakes, the All Blacks are clear winners.

According to insights agency TRA, engagement with the All Blacks brand in social media channels is more than 20% stronger than for any other quarter-finalist. Second is Australia and third is Wales.

The insight has emerged through TRA’s newly-launched listening and analytics tool Social Pulse™, which tracks and measures the volume, nature and sentiment of social media interactions around a brand – vital information for business strategy. Social Pulse™ boils this information down to a score against competing brands, and also provides a platform for companies to track the impact of social media campaigns. Many of New Zealand’s leading brands are already using Social Pulse™, and there has been strong international interest.

Using Social Pulse™ to explore World Cup-related activity across competitors’ official rugby sites on Facebook, YouTube, Twitter and Instagram, TRA found that:

  • The All Blacks brand is a strong social media all-rounder, with strong following and engagement across all the social media surveyed, whereas other teams did better on one or two particular channels.
  • Engagement on game day peaks dramatically. The All Blacks enjoy four times the usual volume of activity on the days they play. Engagement peaked with the October 11 final pool game against Tonga, with almost 400,000 comments, shares, and tweets on the All Blacks’ official social media.
  • Fans’ shock and dismay over England’s loss to Wales was clear, with tens of thousands of negative comments made on England Rugby’s official social media pages. England Rugby has now blocked fan posts to its Facebook page.
  • Minnows Fiji outperformed the mighty Springboks, with a Social Pulse™ score 42% higher. The Springboks’ surprise loss to Japan led to a large volume of negative comments on its official social media.

TRA managing director Andrew Lewis says that there are plenty of rugby fanatics in the company’s ranks, and they couldn’t resist putting Social Pulse™ in action to find out which rugby team was gaining the most mana in the online world. “What this analysis shows us is the real-time power that Social Pulse™ provides,” he says. “Seeing the spikes in game-day activity and changes in sentiment have important parallels for brands managing the relationships they have with their customers.”


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Loyalty – why you’re doing it wrong


On TheRegister.co.nz this week, our Head of Data Analytics Antony Ede, explains why, though loyalty schemes are an ever-present aspect of retail in New Zealand, many Kiwi retailers are getting their loyalty schemes wrong.

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Inside voices please

Shouting out random things in public and running away isn’t the best way to have a conversation in real life, so why do brands think it’s a strategy that’ll work on social media? From monitoring many of New Zealand’s biggest social Media brands on Social Pulse, our monitoring platform, we see the difference that consistency of conversation makes to levels of engagement.  Colleen shares this and more on stoppress.co.nz


We are really proud to announce that TRA is a finalist in the IBM Kenexa® Best Workplaces Awards 2015!


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A very warm welcome to Simon Taylor

A very warm welcome to Simon Taylor

A very warm welcome to Simon Taylor

Simon has recently returned to New Zealand after over 8 years in the UK to join TRA as a Senior Consultant. He has a strong background in insight (both agency and client side) as well as Product Development and Comms, most recently holding a range of roles at Tesco Bank, the retail banking arm of Tesco plc. Simon has two young daughters who keep him pretty busy, but when possible, he enjoys watching any sport that is on offer or getting outside to enjoy a run/cycle or swing a golf club.

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What they say versus what they do

Image credit: Eddie Montone via stoppress

Image credit: Eddie Montone via stoppress

This week on StopPress Andrew shares some insights on a really fascinating study we recently did on how people go about buying beer. What made it so fascinating? People watching. No matter how people tell you they behave, their subconscious actions speak truer than words.

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MAMILs in Auckland traffic

Auckland suffers from challenging transport problems, as those who commute in and out of the city experience every day will know. Key to the success in overcoming the problem as the city continues to grow, is taking people out of cars and into other more active modes of transport, such as walking and cycling. Earlier this year TRA conducted a study with Auckland Transport to understand how to get people more active across cycling and walking. Here’s a little peak in to the insights that were picked up by stuff.co.nz this week.

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What’s a MAMIL? Cycling enthusiasts also known as Middle Aged Men In Lycra

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