Opinion
Through the looking glass: a cultural lens on behaviour change
TRA’s Colleen Ryan navigates the behavioural patterns people use to make decisions to help marketers use them to their advantage.
Browsing: Colleen Ryan
Opinion
Purple is the colour of royalty but is the Cadbury crown slipping?
TRA’s Colleen Ryan assesses how much damage Cadbury is doing to its brand by closing its Dunedin factory.
Opinion
Will fake news lose its power now that we know it exists? Probably not
Even though fake news has been identified as one of the big villains of 2016, TRA’s Colleen Ryan doesn’t believe we are now going to be immune to its influence.
News
Trump shy: why the polls missed the Republican voters
It’s been a year of unexpected outcomes in the sporting world and now in the US as voters turned out for Donald Trump to elect him as president. But even with such a support for Trump, the polls didn’t see it coming. Perhaps they should have taken guidance from the animals who tapped, ate and sniffed Trump more than they did Clinton. A Siberian polar bear named Felix, an Indian fish named Chanakya, a Chinese monkey named Geda and a group of puppies all proved a better informant than the polls when predicting the win. So where did it go wrong for the polls? We talk to to a group of New Zealand researchers about the validity of polls and how the prediction method could be improved.
Opinion
When consumer choice is eliminated, does the result taste sweeter?
TRA’s Colleen Ryan uses a positive experience at an Italian restaurant to illustrate the joy that consumers can experience when the freedom from choice is coupled with a dash of the unknown and unexpected.
Opinion
The power of being a verb
We Uber, we Facebook, we Google, we Airbnb. So, TRA’s Colleen Ryan looks at whether the real test for branding success lies in a business becoming a verb.
Opinion
A thespian skill: what brands can learn from acting in the social media age
TRA’s Colleen Ryan on what Shakespeare can teach brands about breaching the fourth wall through social, where a new set of rules apply.
Opinion
Inside voices please: why brands shouldn’t shout on social media
Shouting out random things in a public space isn’t the best conversation starter in real life. And TRA’s Colleen Ryan argues the same applies in social media.
Movings & Shakings
Movings/Shakings: 27 June
The Research Agency welcomes an international research heavyweight, Eleven\PR snatches a couple from PPR, Ambient Group ramps up its experiential and talent offering, Firebrand does some of its own recruiting, Rob Fyfe wraps up warm with Icebreaker, Komli NZ wins About.com, In Motion Post gets a slice of Bunnings, JOOB announces one of its regional big dogs and a couple of Auckland dining hotspots get some international attention.