FRAME by TRA

In the final episode of ’ The future we want’ podcast series – Andrew Lewis is joined by Lindsay Horn and Daniel Talbot to explore how innovation and systemic change are reshaping people’s sense of control. Together they unpack why many feel both optimistic and sceptical about technology – seeing its potential while questioning how it’s used. From climate-risk mapping to AI decision-making, the tr...

In this episode of TRA’s ' The future we want' podcast, Andrew Lewis talks with Dr Phil Mecredy and Dan van Vorsselen about how brands can stay human in a world shaped by automation and AI. They explore why hyper-personalisation can feel limiting, how too much seamlessness flattens emotion, and why a little friction can make experiences more memorable.  Hosted on Acast. See acast.com/privacy...

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 m...

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 Emil...

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 t...

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.  &nb...

  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 t...

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, t...

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. Ex...

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 Di...

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...

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...

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 ret...