Victoria Parr founded Trivium in 2015 following 16 years of experience as a social and government research specialist in other organisations, including Latitude Insights, GfK and TNS. As a specialist in strategic communications research, Victoria has completed a large number of developmental exploratory communication projects for various Australian Government Departments and agencies.
Over the course of her career Victoria has used traditional methodologies to assist in the development of both population wide segmentation models across a broad range of subjects from sport participation and financial decision making to national campaigns targeting obesity and tobacco prevention, and national communication strategies. In recent times, Victoria has taken a particular interest in the adaption of traditional research approaches to strategic communications development to provide an rigourous evidence base for the development new communication technologies utilised by both government and commercial organisations. At times using new online based research methodologies, traditional methodologies or a combination of both, Victoria has applied established communication development approaches to inform the development of websites, web based tools and apps for Australian government departments and agencies.
Victoria has presented a number of times at AMSRS conference and interest group events on topics from the research to determine the optimal plain packaging for tobacco products to the complementary use of traditional and online methodologies in the development of apps. Victoria holds a Bachelor of Social Science from Macquarie University. She is a member of the Australian Market and Social Research Society and has Qualified Practicing Market Researcher (QPMR) accreditation.
If we were wondering whether the outcomes of both Brexit and the election of Donald Trump were signals to a new way of thinking in Australia, suggesting an emerging set of attitudes and behaviours that are more polarising than ever before – then this research confirms that to be true.
In this keynote, we plan to share the underlying construct of what drives their perspectives and behaviours. What are the key factors that affect their view of humanitarianism, and how does it manifest itself in their behaviours as a result? What role does the media play when formulating their attitudes, and what are the implications of this? Why is proximity – both geographic and metaphoric – so critical to attitudes and beliefs?
The differences that emerge are significant – the breadth and depth of public opinion has never been so broad. But what’s driving it? And importantly, at a time when more and more people seem to relish focusing on the differences, we’d like to share a few gems of what makes us the same. It might not be what we expected to find out, and it certainly won’t resolve some of the attitudes articulated by our most extreme.