Daniel van Vorsselen

Shares their latest thinking from across the world of insights informed by behaviour change, brand, culture, customer experience, innovation and comms.

The final 5min effect: What major sporting events teach us about the power of suspense

February 25, 2026

The final 5min effect: What major sporting events teach us about the power of suspense

No keys, 'no problem'?: Creating a sense of security without ownership

February 4, 2026

No keys, 'no problem'?: Creating a sense of security without ownership

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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.

Daniel van Vorsselen

Shares their latest thinking from across the world of insights informed by behaviour change, brand, culture, customer experience, innovation and comms.

Why physical experiences still matter in a digital-first world

Why physical experiences still matter in a digital-first world

Rituals: Owned by people, earned by brands – ZINE

Rituals: Owned by people, earned by brands – ZINE

What role should brands play in people’s rituals?

What role should brands play in people’s rituals?

Why emotionally charged customer journeys need a different kind of CX

Why emotionally charged customer journeys need a different kind of CX

Designing for disappointment: the missing layer in customer experience

Designing for disappointment: the missing layer in customer experience

The surprising truth about customer loyalty: It's all about habit, not love

The surprising truth about customer loyalty: It's all about habit, not love

The final 5min effect: What major sporting events teach us about the power of suspense

The final 5min effect: What major sporting events teach us about the power of suspense

No keys, 'no problem'?: Creating a sense of security without ownership

No keys, 'no problem'?: Creating a sense of security without ownership