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About TRA

TRA is an insight agency that combines understanding of human behaviour with intelligent data capability to help clients navigate uncertainty and answer complex problems. It does this by putting people at the heart of the organisations it works with through extensive use of research, analytics, strategy, culture and design.  

It is part of TRA Business Group, that manages client relationships through its offices in Auckland, Sydney and Melbourne. Other businesses in the group include Zavy, a social media insight and listening tool, and a brand health platform, Tracksuit. 

TRA’s reputation for innovation and effectiveness is well established. In 2018 TRA was awarded Gold for the most effective piece of insights work globally by ESOMAR. In 2021, 2020 & 2018 they have been awarded Best Innovation Programme and in 2021 was named 5th most innovative media or marketing company in Australasia by the Australian Financial Review for a second time. In May 2022, TRA was named an AFR BOSS Best Place to Work.

Key services

  • Brand and communications strategy
  • Behaviour change strategy
  • Cultural insight
  • Qualitative and quantitative market research

Articles by TRA

Top 10 Ads in New Zealand - Results 2022

To see what really resonates with Kiwi audiences, TRA regularly asks New Zealanders to tell us...

Disruptors or the disrupted: Customer obsession and the keys to growth

Putting the customer at the heart of a business is not a new construct. But it’s a skill that now...

Understanding behaviour with data analytics

Antony Ede shares how organisations can use the vast amounts of data at their fingertips to truly...

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