During the global financial crisis, the amount spent on research in New Zealand declined significantly, and the industry has struggled to gain back that ground after the recovery. But The Research Agency has grown at around 120 percent per year since it launched in 2007 and it has big ambitions to maintain that. Managing director Andrew Lewis discusses the reasons behind the company’s recent rebrand to TRA, the importance of embracing different disciplines, and why consumers need to be brought into the heart of the business.
Marketing, advertising & media intelligence
While the research industry as a whole shrinks, The Research Agency continues to grow, with new staff, new clients and a few awards in 2012. Main brains Andrew Lewis, Amber Coulter and Connon Bray speak up.
The big news from last week was that ASB decided to move from Droga5 to Saatchi & Saatchi, bringing an end to ongoing speculation that relationship was on the ropes. And there's a bit more reshuffling to announce, with The Research Agency winning ASB's advertising and brand tracking research programme in a non-competitive pitch from the incumbent Colmar Brunton.
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Much like That Difficult Second Album Syndrome, it's very hard for companies to keep up the growth required to make it back onto the Deloitte Fast 50 list. But, perhaps not surprisingly considering it now works with big clients like IAG, ASB, Volkswagen, Frucor, NZ Lotteries and Vodafone, Auckland boutique The Research Agency managed to do that this year, ranked as the 42nd fastest growing company in New Zealand after taking 29th position in 2010. Here's what tickled the fancies—and got the goats—of its two partners Andrew Lewis and Amber Coulter.