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The future is here – and it’s ours to shape. In our latest major study, 'The future we want', we asked 2,000 Australians and New Zealanders to look ahead to the 2030s – how we’ll live, work, connect and play. Nine future scenarios tested what sparks optimism, what drives scepticism, and the role people want technology, brands and leaders to play. Why it matters: the future isn’t something that happens to us. It’s created by the choices we make now. For brands and leaders, understanding these signals is essential to staying relevant, trusted and prepared. Enjoy. Read the report: https://lnkd.in/gJCpsmvH

Morning yoga. Pre-dinner drinks. The skincare wind-down. The repetition is easy to track – the meaning behind it isn't. That takes a more precise measurement. Read about what happens when rituals become Category Entry Points – and how brands can earn a place in moments they’ll never own.

Most people can't accurately articulate how they feel about a brand. This creates a measurement challenge that can't be solved with a sentiment score. Instead, we need to measure what emotions leave behind – the evidence that emotional connections have been built. We at TRA believe the art of knowing people is inseparable from the science of measuring them well. Read the full article.

Two very different emotional realities hidden in plain sight. If your brand tracking can't tell you which one you're looking at – or in which moments that feeling is actually triggered – it's not telling you what you need to know. Take these seven statements into your next tracking debrief and see how many hold up. Download now.

People feel first, think second, and then potentially act. Understanding that sequence changes how we think about brands and how we design tracking programs to measure them. We've written a series that looks at each stage. Read the first article.

Two very different emotional realities hidden in plain sight. If your brand tracking can't tell you which one you're looking at – or in which moments that feeling is actually triggered – it's not telling you what you need to know. Seven statements for marketing and insights leaders who are already measuring brand – but want to know more about the people behind the numbers. Download now.