Senior Consultant, TRA

“I had the ability to take on the programme, so they suggested I take advantage of it,” Michael says of how his journey to a Master of Commerce at the Business School began.

Michael works as a Senior Consultant for TRA, an award-winning market research agency based in Auckland. He is very passionate about designing research to help clients solve their business problems and giving them advice on the best way forward based on insights gathered from their research.

“I love asking and answering questions. To be able to find out the collective opinions of New Zealanders through market research and use this understanding to address the salient challenges for our businesses is fascinating to me.”

“I decided to pursue the Master of Commerce because I wanted a way to challenge myself, and to differentiate myself when it came to the job market.

“Through the programme, I was able to build connections with the business world – the world-class, expert lecturers, their connections to marketing practitioners, and my cohort, who are now also in different roles across different industries. I enjoyed having the opportunity to go into my subject of interest in more depth, along with others who were equally interested.

Michael’s masters research focused on the data quality of online surveys. He found his research hugely relevant to the market research industry he was working in.

“Businesses make important decisions based on what their customers, employees and everyday New Zealanders are telling them, so making sure this data is accurate is essential.

"For anyone thinking of doing the Master of Commerce, I'd really recommend it. Particularly, I'd recommend putting all you have into it because whatever you put in will be multiplied back to you."