Is brat good? Are you brat? Is brat over?  

It's easy to waste budget trying to chase fleeting trends, but these are just the tip of the iceberg.  

To stay ahead, you need to read culture. How? It starts by looking beyond hashtags and memes. Culture is more than fads, vibes and feels. It's layered, and there are broader factors at play.  

Laura Mulcahy, Head of Culture Practice at TRA and Ginny Woo, Digital Lead – Culture Practice & Marketing are running a one-day course to grow understanding of how to use cultural research to understand audiences more deeply.  

During the course, you’ll learn how cultural research is ‘done’ at an agency like TRA in a room full of like-minded marketers who think a little differently. Expect inspiring conversation, learning and workshopping that can spark big thinking. 

Key takeaways: 

• A simple cultural framework for analysing the context of your audience. 
• Tips and tricks for staying the course and avoiding rabbit holes.  ‍
• A list of trusted sources to ‘start’ internal cultural research. ‍
• Steps to follow when applying a cultural lens to research projects.  ‍
• Resources and case studies that demonstrate the power of cultural research when brands get it right.

Practical details:‍

Full-day, in-person training session with a choice of locations across Australia and New Zealand. Refreshments and lunch provided.

• 30 Jan 2025 – Sydney
• 12 Feb 2025 – Auckland
• 4 March 2025 – Melbourne

Pricing:  

Earlybird pricing valid until 14 December – AUD$800 per person

Full pricing after 14 December – AUD$950 per person

Numbers are capped at 15 per session.