The Knowledge Centre

Looking back to go forward: marketing’s digital evolution

This is a landmark year in the evolution of digital marketing. In a nutshell We’ve now had a long enough history of digital marketing…

Re-imagining the advertising playbook

As a species, we are not good at change. In a nutshell Commercial messages offer less value and are now less relevant in traditional…

A cultural lens on behaviour change

The cultural environment for behaviour change. In a nutshell There are many factors that influence people’s behaviour. Culture is an…

Curated data and the business of insights

“Not everything that can be counted counts, and not everything that counts can be counted.” - Albert Einstein In a nutshell Numbers…

Purpose driven data

Our job at TRA is to know people. To understand why we act the way we do, and to deduce what this says about what we are seeking from…

Let me make you an offer you can refuse: does loyalty work?

If there is one truism that can be taken from every gangster film ever made, it’s that you can’t buy loyalty in the business world. In…

The fine art of influencing customer-centricity

Customer-centricity has been the dominant business narrative for some time now.  In a nutshell People like to make decisions that…

Understanding behaviour with data analytics

The power of distinctive assets

It’s hardly surprising that we are obsessed with change. In a nutshell Distinctive assets are the things that make a brand instantly…

Auckland’s transport love affair

Separating Aucklanders from their beloved cars – easy right? In a nutshell Auckland's rapidly growing population is placing pressure…

Bay Audiology's transformation story

Bay Audiology won twice at the 2017 TVNZ NZ Marketing Awards. In a nutshell Bay Audiology is a brand leader in the hearing aids…

Finding the next big thing for Steinlager

How do you create a new product that sells out in stores and pubs in its first week? In a nutshell Co-creation is a technique we…