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Event type

Workshop

When

August 21, 2025

8.00 am – 10.00am

Where

Papuke Room, The Hotel Britomart, 29 Galway Street, Auckland Central, Auckland 1010

Papuke Room, The Hotel Britomart, 29 Galway Street, Auckland Central, Auckland 1010

Key speakers

Ticket price

Free

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When the price feels right: Where brand meets behaviour

Event type

Workshop

When

August 21, 2025

8.00 am – 10.00am

Where

Papuke Room, The Hotel Britomart, 29 Galway Street, Auckland Central, Auckland 1010

Papuke Room, The Hotel Britomart, 29 Galway Street, Auckland Central, Auckland 1010

Key speakers

Ticket price

Free

RSVP Register your interest

Price is never neutral – context and mental accounting drive perceptions.

By weaving behavioural science into pricing strategy, you can shape what customers feel, think and do. When brand cues and behavioural insights align, pricing becomes more than a number, it becomes your story, and competitive advantage.

Insight can write the blueprint that gives you maximum bang for buck.

At this session, we'll cover

The psychology of pricing: how people make value-based decisions (and what that means for your brand)
Why brand cues matter: how to make price feel right, not just look right
A practical framework for action: using insight to shape pricing strategies that resonate

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ABOUT THE SPEAKERS

Colleen Ryan, Partner at TRA, has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.

TRA acknowledges the Traditional Custodians of the lands on which we work throughout Australia and pay our respect to Elders past and present. TRA is located on the unceded territory of the Wurundjeri people of the Kulin nation (Melbourne) and Gadigal people of the Eora Nation (Sydney) who are the Traditional Owners of the lands where each TRA office is located.

TRA recognises Māori as tangata whenua and tino rangatiratanga of Aotearoa/New Zealand and we endeavour to apply the guiding principles of Te Tiriti throughout our work and research practices.