TRA Partners to Launch Concept Testing Firm Ideally

TRA Labs, the ventures arm of Australian insights firm TRA, has partnered with innovation studio Previously Unavailable to launch Ideally, a platform promising 'fast, affordable and accessible customer insights to help bring great ideas to life'.

The same partners previously launched brand health tracking platform Tracksuit. Ideally will be led as CEO by Previously Unavailable founder James Donald, with a remit to grow the new offering across Australia and New Zealand. The self-service, on-demand insights and innovation platform will allow users to test concepts, ideas and messages with their target audience and receive robust answers overnight. Ideally uses built-in generative AI to discover patterns and reveal opportunities, and promises a simple user interface allowing ideas people to use customer insights on a more regular basis.

Donald (pictured) brings more than a decade of experience in start-ups, product development and high-growth business innovation, most recently from NZ-based SaaS company Yonder, a travel industry AI Chatbot and Review system which he founded and grew for five years. He comments: 'Insights, innovation and marketing teams have incredible ideas but moving them through the development process is hard - ideas get watered down and opinion reigns. The current innovation and insights process finds winners and losers, not opportunities, so ideas typically emerge smaller, not bigger. That's why we built Ideally - to help people bring great ideas to life. 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'.

Chris Paykel, Partner at Previously Unavailable says that 'By making research and testing more accessible, affordable, and efficient, [Ideally] empowers users to grow their ideas and aims to give them a greater chance of success'.

Web site: www.goideally.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.