TRA EXPANDS AUSTRALIAN FOOTPRINT WITH SENIOR PROMOTIONS AND NEW SYDNEY HEADQUARTERS

Market research agency TRA is accelerating its Australian growth with a new Sydney headquarters and a series of senior promotions across its Sydney and Melbourne teams. The move reflects the company’s rapid expansion since launching locally in 2022 and signals further investment in people, culture and client partnerships.

The Australian arm of The Research Agency (TRA) is strengthening its presence with a new Sydney headquarters and a series of senior promotions, marking the latest milestone in the firm’s rapid local expansion.

Since opening its Sydney office in 2022 with just four employees, the market research agency has grown its Australian team to 14, with additional roles currently being recruited. To support this momentum, the company has relocated from The Commons to a new headquarters in Surry Hills, one of the city’s most vibrant creative districts.

The building, previously home to Special Australia and The Hughes Gallery, has long attracted businesses seeking a foothold in the neighbourhood’s dynamic commercial and cultural scene. TRA’s new office has been recently refurbished to reflect the agency’s people-first philosophy and its emphasis on creativity, clarity and collaboration.

The fit-out was developed in consultation with José Gutiérrez, founder of the award-winning boutique architectural design practice José Gutiérrez Ltd. Known for his distinctive design approach, Gutiérrez also led the full architectural refurbishment of TRA’s Auckland headquarters, helping to maintain a consistent workplace identity across the company’s global offices.

The Sydney space has been designed to accommodate up to 30 people, allowing the business to continue expanding while offering a welcoming environment for staff and visiting clients. The new headquarters is intended not only as a functional workplace but also as a hub for collaboration and creative thinking.

The office move coincides with a wave of strategic promotions across TRA’s Australian operations, recognising the contributions of key team members in both Sydney and Melbourne.

In Sydney, Ferne McKinley has been promoted from Account Director to Senior Account Director. McKinley first joined the company in Auckland in 2019 as an insights specialist before relocating to Sydney in 2022 as a Senior Consultant. Her promotion marks nearly seven years with the organisation.

Gemma Hall has also stepped up from Account Lead to Account Director, while Charlotte Saunders moves from Qualitative Lead to Senior Qualitative Lead. In addition, Sophie Cooper will return to the business in May as Senior Account Director, bringing extensive experience and further strengthening the Sydney leadership team.

In Melbourne, Karthik Krishnamurthy has been promoted from Senior Consultant to Account Lead.

Terri Hall, Managing Partner for Australia at TRA, said the new headquarters and the latest promotions reflect the strength of the company’s growth in the Australian market.

“Since launching in Sydney with just four people a few years ago, the growth of our team and our client partnerships has exceeded our expectations,” Hall said.

“Our new Sydney headquarters gives us the space and environment to continue building an exceptional team culture while delivering the clarity and commercial impact our clients expect. It’s been thoughtfully designed as a place where our people can come together to do their best work and where clients feel inspired when they walk through the door.”

Hall added that investing in people has been central to the agency’s success.

“These promotions recognise the incredible contribution TRA’s team in Sydney and Melbourne have made to the growth of the business. Ferne, Gemma, Charlotte, Sophie and Karthik are all outstanding future leaders who embody the curiosity, creativity and collaboration that define The Research Agency.”

TRA’s Sydney office supports a growing roster of Australian and global clients, including Canva, Danone, Atlassian, Intercom, ANZCO, TPG Telecom, Uber, Entain and Breville.