Trace Research Ltd Nz

Trace Research Ltd (NZ) is an independent research-based marketing consulting company based in Auckland, established by Dr Andrew Zhu and his associate Donella Parker. The company comprises the founders, and an academic advisory board provides academic assessments and validation of Trace's empirical work to ensure the full integration of theory and practice. During the early stages of the company's development, Dr Zhu mainly focused on providing contract-based research and consultancy for other major domestic research agencies and business clients. Since then, Dr Zhu has worked with many major global businesses in Asia, such as Chevron/Caltex, AIA, Bank of China, IAG, Huawei, VISA and, in China, Volkswagen and Toyota. With Dr Zhu's substantial research background in Chinese consumer behaviour, Trace represents the first Chinese business-focused research establishment in New Zealand. Trace also has the largest database of Chinese immigrants, proving to be the most qualified research establishment for all New Zealand-based Chinese research. In 2016, Dr Zhu conducted the first-ever social poll among Chinese in New Zealand history. This research involved 11,675 Chinese and was driven by Dr Zhu's safety concerns among the Chinese community in New Zealand. The results proved to be ground-breaking by not only appearing in various mainstream media outlets both domestically and internationally, but the results also significantly impacted government policies in NZ. Political polling analysis for the Newshub Political Poll (responsible for the online component) has been one of the most exciting projects in the company's portfolio. The results have received considerable public attention and have been recognised as the MOST accurate poll for the 2017/2020 General Election. Trace also works with non-profit organisations like St John and National Youth Theatre to promote social welfare.