The Future Tradie Report is Australia’s first foresight report shining a light on emerging residential trade small businesses. It unpacks their behaviours, beliefs and what they need to succeed.
insight
Businesses need credible insight to guide decision-making.
Every day, we work with businesses who exist to make tradies’ lives better. However, across multiple projects we were encountering the same challenge.
A new generation of trades small business leaders was thinking differently. Their approach to service—from supplier brands, and to their own customers—was different.
To help our clients understand this audience (who will be their customer of the future), we decided to undertake Australia’s biggest research study into the next generation of residential tradies.
solution
Australia’s biggest insight report about the next generation of trades.
We created the Future Tradie Report brand, and carried out a national study into what’s driving Australia’s successful emerging trades leaders, for the next 5 years.
Then, we put the findings—including real video and audio gathered from tradespeople leading the way—into a downloadable report and a digital experience.
PARTNERSHIP
The power of partnership.
Trout worked together with Next, our innovation partner, to design a research methodology, which included interviewing small business trailblazers and industry experts.
partnership
Supported by national suppliers.
We carried out a national survey to validate our interview data. Over 1,000 tradespeople responded, thanks to the help of corporate partners Reece, Dulux, Middy’s, HazardCo, Bluescope, CSR and Buildxact.
BRANDING
A confident brand that builds trust with future thinkers.
Trout’s brand designers created a bold and confident brand, necessary to win the trust of tradespeople taking part and businesses backing the report.
The brand system has breadth to stretch across the resulting Future Tradie Report’s five themes and four mindsets.
A suite of icons, graphic devices and colour-coding creates wayfinding systems that align across the digital experience and the downloadable report.
The result is an informative experience that is easy to navigate, putting tradespeople’s voices and real data at the forefront.
experience
An audio, video and data-rich website,
to tell the full story.
Along the way, we collected hours of interview audio, video footage and deep data. Pulling from these archives, we crafted a digital experience that’s both informed and authentic.
Visitors can go as deep into the report findings as they like, listening to audio clips, watching trades talk about their priorities, or scanning data visuals to get a feel for each theme.
Profiles of our interviewees are accompanied by snippets of their input, giving unfiltered insight into future opportunities.
Jeremy Crow
Group Innovation Director
Reece
Report Authors
Clare Acheson
Olivia Ellis
CREATIVE TEAM
Flynn Wheeler
Joshua Braines-Mead
Nigel Ling
Martin Pribble
Will McKenzie
Vlad Stanojevic
research team
Clare Acheson
Olivia Ellis
Brook Smith
Callum Jones
digital team