Colleen Ryan
Opinion
16 April 2024
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Online identities have been curated and filtered in the digital age and brands that want to connect with the real people behind them and influence their choices must first provide psychological safety, says TRA’s Colleen Ryan.
Opinion
07 December 2023
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Uncertainty makes people feel out of control and increases their cognitive load but by displaying consistency, transparency and trust, brands can give consumers confidence and reinstate their sense of control, says TRA’s Colleen Ryan. This is part of an ongoing ‘The art of knowing people’ series with TRA that aims to challenge conventional thinking and better understand consumers, markets and cultural trends in Australia and beyond.
Opinion
30 October 2023
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TRA’s Colleen Ryan says that to be one of Australia’s favourite ads – and not just the winner of an award bestowed by a jury – is the true measure of success. This is part of an ongoing ‘The art of knowing people’ series with TRA that aims to challenge conventional thinking and better understand consumers, markets and cultural trends in Australia and beyond.
Opinion
26 September 2023
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Many Australians still believe fairness is very important to them and brands that enhance the perception of fairness by being transparent about their policies and procedures, as well as addressing customer concerns, will stand out, says TRA’s Collen Ryan. This is part of an ongoing ‘The art of knowing people’ series with TRA that aims to challenge conventional thinking and better understand consumers, markets and cultural trends in Australia and beyond.
Opinion
28 August 2023
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To succeed in a divisive climate where rejecters and haters have set their minds against a brand, TRA ’s Colleen Ryan says marketers have to understand the context-related triggers responsible for such negative views. This is part of an ongoing ‘The art of knowing people’ series with TRA that aims to challenge conventional thinking and better understand consumers, markets and cultural trends in Australia and beyond.
