Brand tracking and strategy

Designing a world class insights programme for our clients

Merging the science of marketing...

The evolution of marketing science provides us with an abundance of tools. A growing school of thought enables us to carry out increasingly sophisticated methods of brand tracking.

Sophistication isn’t about vanity metrics, volume, cost or the length of your survey. It's about measuring what matters.

...with the art of knowing people

The human brain has over 100 billion neurons, yet most of what goes on up there isn’t as rational as you’d hope. To navigate this irrational and emotional complexity, you must go beyond science.

TRA layers insights from the sciences of human understanding to see things others don’t. We call this innovative blending of the sciences ‘the art of knowing people’. It’s how we go beyond marketing science and achieve powerful breakthroughs in brand tracking.

“As always, I’m impressed. TRA, you always tell us exactly what to do”

– ACC New Zealand

Talk to us about tracking →

We measure
what matters

Our approach is designed to link measurements with objectives and outcomes.

Objective

Outcome

Objective

Understand who your audience is

Outcome

Find new customer growth

Objective

Track usage, behaviours and customer needs

Outcome

Understand market size, drive propositions and new creative

Objective

Evaluate perception and performance against competitors

Outcome

Get to grips with market share, brand performance optimisation

Objective

Assess brand equity and marketing impact against competitors

Outcome

See what’s working, retention, grow your brand

Objective

Campaign and creative performance

Outcome

Optimise execution and improve ROI

We see what others don’t, bringing the outside in.

Our brand tracking doesn’t just look back – it helps us to look forward into the future. Does the price of coffee have an absolute value? Or does it depend on where you’re drinking it? What about whether a price increase in 2024 is more noticeable than in 2021?

Context truly is everything.

We bring in external context to out work, client relationships, presentations and insights to maximise value.

Our thought leadership has been recognised locally and globally because we invest in our people and thinking. This is how we see things others don’t. The new ideas that take us from the everyday to the exceptional.

This is about applying the art of knowing people.

Brand tracking created by smart tech – and even smarter people

Often, marketing’s biggest investment is in creative and media.  Our biggest investment is building the products to track it.

Intuitive dashboards are updated daily with new data as advanced AI turns our expertise and your data into insights in seconds, and email alerts ensure you’re the first to know when your market moves.

TRA invests in smart tech to get insights quickly, adding value for our clients while saving them time and money. TRA invests in smart people to add challenge, imagination and thought. Combined, they create value in brand tracking programs like never before.

We layer unique perspectives from the science of humans to find the uncommon truth. It’s how we create brand strategies that move you from the everyday to the exceptional. It’s how we apply the art of knowing people.

“Two years into the relationship with TRA, Southern Cross knows New Zealanders better than ever and has been able to use this knowledge to grow its membership to a 30-year high. Communications are performing well above New Zealand norms, and the brand is becoming more and more relevant”

Regan Savage, Chief Sales, Customer Experience and Marketing Officer, Southern Cross Health Insurance

“What we love about TRA is you don’t just provide the data but you turn it into actionable insight to improve our business.”

Helen Fitzsimons, CMO, ASB