TRA carried out quantitative and qualitative research with 2000 people across New Zealand and Australia to find out.

The research confirmed that we are in a new age of connection. Human connection has evolved. We have developed a new set of skills to connect with people with the same interests and world views as us. Traditional marketing however, grew a different skill set for making connections – and it shows.

Brands are connecting to some people, but there’s scope to deepen connection. Shared interests, rather than demographics, play an important part.

Join us for a breakfast workshop led by TRA's Karin Glucina and Carl Sarney. Hear key findings from our in-depth study, then dive into a practical, four step framework to build stronger connection with your audience.

This event is now fully booked. If you'd like to join our waitlist, complete the form below.

ABOUT THE SPEAKERS

Carl has over 20 years of insight industry experience. He is specialised in brand and comms strategy with a proven history of effective work for his clients, including several gold awards for advertising effectiveness. His research work has taken him to just about every town in New Zealand. He's conducted qualitative research while based in London and spent seven years as an ad agency planner before joining TRA.

Karin has over 25 years of experience solving problems for businesses. She has a background in innovation, research, and change management. Her skills have been honed at prestigious communications agencies as well as companies like Lion and Nestle where she has held senior roles in strategy, innovation and planning.

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.