Our shared interests are evolving to become a bigger part of how we seek belonging and acceptance in today’s world.

So, with this being the case, how do brands go about the job of connecting into communities of shared interest – without looking like an outsider? And what does this mean for the practice of marketing?

In this episode, Andrew is joined by Lindsey Horne, Behavioural Insights Director and Laura Mulcahy, Head of Cultural Practice.

Explore more of the research at: theresearchagency.com/connection

Hosted on Acast. See acast.com/privacy for more information.

Our interests are becoming a bigger part of how we seek belonging and acceptance in today’s world.

For brands, shared interests present a new opportunity. A way to deepen connection with their audience by tapping into shared interest networks. It’s an approach that can lead to surprisingly relevant partnerships, product launches and uncommonly interesting communications. But where does this leave customer experience (CX)?

In this episode, Andrew Lewis – Managing Director at TRA, Daniel Van Vorsselen – Customer Experience Lead, and Carl Sarney – Head of Strategy discuss the changing role of CX in a new era of connection. 

Explore more of the research at: theresearchagency.com/connection

Hosted on Acast. See acast.com/privacy for more information.

Connection is a hard-wired, universal feeling. It’s an innately human experience, driven by evolution. Connection enables us to live together, to communicate with each other and to express our ourselves. It impacts every aspect of our lives.

For brands and organisations, connection is a way of building long-term relationships with audiences. It fosters trust, emotional connection, affinity and retention.

So how well are brands doing? Recent research by TRA found an opportunity for brands in every industry to build deepen connections with people.

To unpack the findings, Andrew is joined by Laura Mulcahy, Head of Cultural Practice – TRA and Carl Sarney, Head of Strategy – TRA, who were both involved in conducting the research.

Explore more of the research at: theresearchagency.com/connection

Hosted on Acast. See acast.com/privacy for more information.