TRA Labs and Previously Unavailable launch customer insight business

Ideally will be led by James Donald (pictured) and will provide clients with an insights and innovation platform to help target audience and test concepts.

The company will also use generative artificial intelligence (AI) in its self-service platform and is seeking to expand across Australia and New Zealand.

Donald has more than a decade of experience in start-ups and product development prior to Ideally and was most recently founder and director at New Zealand-based software-as-a-service company Yonder.

Donald said: “The current innovation and insights process finds winners and losers, not opportunities, so ideas typically emerge smaller, not bigger.

“Our clients don’t have to bet the house on an idea anymore. They can test, grow, and develop ideas with the voice of the customer throughout.”

Connon Bray, partner at TRA Labs, said: “Ideally will empower brands to unlock the full potential of customer insights and generative AI to help bring their great ideas to life.

“Ideally’s rapid growth shows that innovation teams have been waiting for this. We’re delighted by this response and can’t wait to see James and the Ideally team take this global.”

Chris Paykel, partner at Previously Unavailable, said: “Bringing great ideas into the world requires insight, momentum, and the confidence to be bold.

“By making research and testing more accessible, affordable, and efficient, our platform empowers users to grow their ideas and aims to give them a greater chance of success.”