Finding friends in high places
Our business is about finding insights, revealing the yet unseen. We like to look at things from different perspectives in order to ask the questions that haven't yet been asked, or explore the path that hasn't yet been mapped. To find a fresh vantage point and spark that much-needed insight or idea often requires removing out of the picture the old, worn out opinions and the habitual junk that obscures our ability to take a broader view.
This sometimes tough and challenging process was brought to life for us recently with the (endlessly frustrating) demolition of the building next door to us on High Street. When the dust (and noise) settled, there was a new-found calm at the office - and looking out our kitchen window a cool little surprise has been revealed. While it had been there all along, the worn-out old Snake Pit had been obscuring our ability to find 'friends in high places'…
The Great TRA Hot Cross Bun Off
Jumping at any excuse to survey and rate things, the team rounded up the most popular Hot Cross Buns this season for a blind test to decide which one really is New Zealand’s Next Top Hot Cross Bun. The four contenders fell into two distinct categories – the rounder, more individual ‘homebaked’ style of Wild Wheat and Paneton, versus the square-packed, pull-apart style of Pandoro and Loaf. Without the bias of knowing the brands, we judged the toasted and well-buttered buns on Appearance (an accumulate score taking into account all stages – whole, fresh slice, and toasted slice), Aroma (pre- and post-toast), Flavour, Texture and Mouth-feel, as well as Desire for seconds. They were also unofficially ranked for quality of Butter-Soakage before the final scores were tallied and the winner was announced.
It turns out that New Zealand’s Next Top Hot Cross Bun was also Last Years Top Hot Cross Bun. – With an overwhelming majority, the 2013 Hot Cross Bun champion (of admittedly, the Central Auckland area), once again, is Pandoro Panneteria!
Get ‘em while they’re hot! And have a fun, safe, and rejuvenating Easter break, from the team at The Research Agency.
Ignorance is Bliss
Check out our latest column in New Zealand Marketing magazine. Andrew talks about how people don’t really understand the things they buy, and we should keep it simple, because that’s the way they seem to like it.
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New Zealand Post has been working with The Research Agency since 2009. We needed a strategic, forward-looking research partner, and The Research Agency has delivered just that. With their direct, accessible style and practical, usable research results, The Research Agency has become an integral part of our strategic business planning.
Dylan James, Strategy Manager, New Zealand Post