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October 1, 2025 – Independent research and insights agency, TRA, has been awarded Gold for Excellence in Global Research in the global category at the prestigious Esomar Awards announced yesterday in Prague.
The accolade recognises TRA’s collaboration with DDB (Doyle Dane Bernbach) Worldwide on the Feels Barometer, a world-first tool designed to measure, decode, and harness human feelings at scale. Developed using TRA’s expertise in advanced projective techniques, the Feels Barometer enables brands to create work that resonates more deeply and memorably with audiences.
Terri Hall, Managing Partner at TRA, said: “We are incredibly honoured to be recognised on the global stage in such a highly contested awards system. It was a deeply collaborative effort with our partners at DDB, and it is hugely rewarding to see what started as a bold vision realised as a game changing tool that is being used by the DDB team globally.”
Leading the project was Tara Howes, Business Director at TRA, who said: "The Feels Barometer showcases how innovation in insights can empower creativity, helping brands standout in a cluttered world of consumer indecision and confusion. We are proud of our partnership with DDB and creating a world-first tool to help brands grow by connecting with their audiences in a more meaningful way."
The ESOMAR Awards celebrate the world’s leading innovators and visionaries in market research, focussing on those who advance the industry by finding creative, impactful ways to decode human behaviour and shape the future of insights.