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Hosted on Acast. See acast.com/privacy for more information.

We’re all fascinated by what lies ahead. In this first episode of this three-part podcast series, Andrew Lewis is joined by Colleen Ryan and Laura Mulcahy to unpack findings from our latest Mood of the Nation study, 'The future we want'.

Together they explore the hopes, fears and imagined futures of Australians and New Zealanders – where optimism shines, where scepticism lingers, and what it all means for how brands show up with trust and relevance in the years to come.

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We hear so much theory about brand building. But what about the reality? 

Through a series of sporadic conversations, titled 'On Brand', host Andrew Lewis will be meeting Senior Marketing Leaders to uncover the successes and setbacks, insights and perspectives, that reveal the truth about what it means to build successful brands in today's world.

In the first episode, Andrew is joined by Emily Turnbull, Audience Director at Trade Me, to hear more about managing one of New Zealand’s most loved and well-respected brands. 

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As humans, we're hard-wired to seek out a sense of progress. As we move through life, we all look to build our own story of headway and achievement to sustain us. 

And, increasingly, we build these narratives of progress through the little daily or weekly wins we experience. The sense of improvement we feel when making our bed, cooking a meal, or extending our Duolingo streak. Things that give us a sense of control over our lives. 

In this space, there's an increasing role for brands and organisations to play – as allies in our quest for progress and success, and as symbols of how well we are travelling. 

But as we all know, this space where we turn theory into practice is the easiest bit to get it all wrong… So, what can we do to make sure we get it right? 

In this episode, Andrew is joined by Daniel Van Vorsselen, CX Lead at TRA, and Lindsey Horne, Behavioural Insights Director at TRA. 

Explore more and download the full report at theresearchagency.com/progress

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Our life expectancy is increasing. But as we live longer, the significant milestones in our lives, the ones we traditionally measure our progress against, are becoming further apart. Harder to reach.    

So, we find ourselves seeking more frequent markers – the ‘little and often’ things that allow us to build a personal narrative of progress and give us a sense of control over our lives.   

Brands and organisations have a significant role to play in this space. As allies in our quest for progress and success, and symbols of how well we're travelling.  

It’s a powerful space, but only for those who can read the room – those who can tap into the cultural context and innovate to create value and meaning.   

In this episode, Andrew is joined by Laura Mulcahy, Head of Cultural Practice at TRA, and Daniel Talbot, Strategy and Innovation Director at TRA. 

Explore more and download the full report at: theresearchagency.com/progress 

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As humans, progress matters to us. It's part of our psyche and crucial for our psychological well-being. When we feel like we're progressing, we feel like we’re winning.  Brands who align with this are more appealing to us. Particularly when we feel they can help us with our own quest to feel like we’re moving forward in life. But signalling progress isn’t as simple as you might think. It's not just talking about growth – it’s a lot more interesting and complex than that.   

Our recent research identified how brands can turn up more authentically in this space.  

To unpack the findings, Andrew is joined by Colleen Ryan, Partner at TRA and Bailey Hancox, Qualitative Lead, who were both involved in conducting the research. 

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The opportunity of playfulness isn't just limited to advertising alone. In a world powered by AI, bots and algorithms, the humanness of playfulness can liberate us from the mundane. In this context, play is a tool that brings CX out of the vanilla and sparks joy to those who touch it.

In this episode, Andrew is joined by Daniel Van Vorsselen, CX Lead, and Laura Mulcahy, Head of Culture Practice, to unpack the opportunities presented by Play – a major study recently launched by TRA.

Explore more of the research at: theresearchagency.com/Play

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How can brands use playfulness ideas to strengthen connection with audiences? To engage the disengaged and create positive behaviour change around even the most taboo of topics?

In this episode, Andrew is joined by Lindsey, Behavioural Insights Director and Mark Hobart, Managing Partner at TRA Melbourne to unpack the opportunities presented by Play – a major study recently launched by TRA.

Explore more of the research at: theresearchagency.com/Play

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When times are tough, we get serious. But staying in a prolonged crisis mode takes a toll, isn't it time we created some joy?

Recent research by TRA found that people are tired of crises. They're struggling, but they still want joy and brands are uniquely positioned to provide this.

To unpack the findings, Andrew is joined by Colleen Ryan, Partner at TRA and Daniel Talbot, Strategic Qualitative Director at TRA, who were both involved in conducting the research.

Explore more of the research at: theresearchagency.com/Play

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Our shared interests are evolving to become a bigger part of how we seek belonging and acceptance in today’s world.

So, with this being the case, how do brands go about the job of connecting into communities of shared interest – without looking like an outsider? And what does this mean for the practice of marketing?

In this episode, Andrew is joined by Lindsey Horne, Behavioural Insights Director and Laura Mulcahy, Head of Cultural Practice.

Explore more of the research at: theresearchagency.com/connection

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Our interests are becoming a bigger part of how we seek belonging and acceptance in today’s world.

For brands, shared interests present a new opportunity. A way to deepen connection with their audience by tapping into shared interest networks. It’s an approach that can lead to surprisingly relevant partnerships, product launches and uncommonly interesting communications. But where does this leave customer experience (CX)?

In this episode, Andrew Lewis – Managing Director at TRA, Daniel Van Vorsselen – Customer Experience Lead, and Carl Sarney – Head of Strategy discuss the changing role of CX in a new era of connection. 

Explore more of the research at: theresearchagency.com/connection

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Connection is a hard-wired, universal feeling. It’s an innately human experience, driven by evolution. Connection enables us to live together, to communicate with each other and to express our ourselves. It impacts every aspect of our lives.

For brands and organisations, connection is a way of building long-term relationships with audiences. It fosters trust, emotional connection, affinity and retention.

So how well are brands doing? Recent research by TRA found an opportunity for brands in every industry to build deepen connections with people.

To unpack the findings, Andrew is joined by Laura Mulcahy, Head of Cultural Practice – TRA and Carl Sarney, Head of Strategy – TRA, who were both involved in conducting the research.

Explore more of the research at: theresearchagency.com/connection

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