TRA, founded in 2007, is expanding due to a growing client base in Australia and New Zealand. The company focuses on research, strategy, behavioural science, cultural analysis, data and analytics, design and new ventures development.

Andrew Lewis, managing director, TRA, said: “TRA is excited to bring our proposition and capabilities to Australia.  

"Because our Australian operation will be backed by the frameworks, tools, IP and capabilities of the New Zealand team, I am confident the combined strengths will build something truly different in this market.”

Mark Hobart (pictured) has joined the company to lead the Melbourne office from The Lab Insight and Strategy, where he was strategy director.

Andrew Lewis, co-founder, TRA, said: “Mark’s deep local knowledge and hands-on experience, inquisitive mind and passion for using insight to solve complex business challenges for clients, immediately singled him out for the role. In Mark, I believe we have found the perfect person to bring insights to life and influence the way our clients make decisions for the benefits of their customers.”

Additionally, Rob McLachlan and John Shanahan will join TRA co-founders Amber Coulter and Andrew Lewis on the company’s Australian advisory board.

McLachlan’s background includes roles at Kantar, WPP AUNZ’s research businesses and Nielsen. Shanahan, previously of Colmar Brunton and Nielsen, currently owns The Advantage Group.