Total Marketing & Communications Limited has realised one of its long-term goals with the launch yesterday of Total Research Associates (TRA) Limited, a stand-alone research entity.

The purpose of Total Research Associates (TRA) is to provide a high level of professional research consulting and services to local and International business communities, allowing clients to fully understand their markets.

As a stand-alone entity, TRA will concentrate on its core research competencies and allow TMC to focus on its own core business lines.

These lines include strategic marketing planning, creative production, brand evolution, public relations, special event management, graphic design, corporate communications and marketing consulting.

Graham Redford, CEO of TRA said: "Over the last few years, we have seen many companies, charities, Government departments and other local organisations realise the necessity to conduct research."

"We have been able to advise our clients and prospective clients to better understand their markets, their customers' needs and to fully comprehend how their clients view their products and services, by providing them with proven research methodologies."

Mr. Redford said this has included research from quantitative commissioned studies and public perception surveys to qualitative mystery shopping and focus groups to the Bermuda Omnibus Survey, a quarterly syndicated public opinion study of Bermuda residents.

"The growth of our research business has resulted in this recent formation and our own research indicates that this will continue.

"As companies become more and more sophisticated and as the global market itself becomes more competitive, there is a need for more and more information."

TRA will concentrate on turning market intelligence into intelligent marketing for its clients.

"We will provide new and innovative research techniques and services which go beyond what other firms can offer."

"We will also provide a fresh perspective on trends, market situations and public opinion in Bermuda as well as internationally. We tap into the minds of clients' key audiences to deliver the big (and small) picture by offering a full range of quantitative and qualitative research methods."

TRA will also assume the responsibility for managing the Bermuda Omnibus Survey, now approaching its 10th year.

This service offers clients the opportunity to track public and consumer trends over time, as well as focus on client specific issues inexpensively through dedicated commissioned questions.