TRA Appointments to Drive Tracking Offer

The Research Agency (TRA) has appointed Ben Farnsworth as Sales Director, located in Sydney, and Tessa Tripp as Head of Product Marketing, based in Auckland. Both are newly created roles, intended to accelerate the growth of the firm's TRA Tracking solution.

Founded in New Zealand, TRA offers a range of services including research, strategy, behavioural science, cultural analysis, data and analytics, design and new venture development. The company established a Sydney office with four employees in 2022, and now has fourteen staff in Australia.

Brand tracker TRA Tracking combines human-centered consulting with advanced AI in an interactive, always-on dashboard and a GenAI assistant called Arti. Farnsworth will lead new business growth for this offer, focusing on enterprise and high-growth organisations; and will manage client relationships and help them make best use of the solution. He joins with broad ranging experience from launching and scaling businesses across the APAC region, the UK and Europe, most recently as Managing Partner ANZ at Adzymic, helping to establish the business in the region; and earlier in a senior partnerships role at Bench Media. He reports directly to Managing Partner, Australia, Terri Hall.

Tripp will work alongside Farnsworth to establish and lead product marketing and go-to-market strategy for TRA Tracking, and will report to Partner Colleen Ryan. She brings a decade of marketing leadership experience across financial services, technology and education, building and leading marketing functions from the ground up, securing board-level investment in brand and driving pipeline growth in markets across New Zealand, Australia and the UK. Most recently she headed up TRA's brand-led marketing strategy in a 12-month contract as Head of Marketing.

Hall says the appointments reflect TRA's commitment to investing in both its client offering and talent as it brings new product solutions to market. She comments: 'We're entering a significant growth phase, driven by the demand for faster, more actionable insight and the rise of AI-enabled decision-making. Ben brings the commercial discipline and market experience we need to scale effectively; while ensuring we continue to deliver the depth and quality of thinking TRA is known for. Alongside this, Tessa's deep expertise in brand-led marketing ensures we have the capability to bring TRA Tracking to market in a way that cuts through and delivers real impact for clients.'

Both appointments are effective immediately. The firm is online at www.theresearchagency.com .