WAMA presents – Market Research: Value, Scalability and the Voice of WA

For WAMA’s first breakfast of 2026, we’re asking: what are we really basing our marketing decisions on?

We’ll unpack why robust, professional research matters, how it scales in real world marketing decision making, and how teams are (and aren’t) adapting research methods using AI.

• Date: Wednesday 25th of March, 2026
• Time: Doors open at 7am for a 7.30 – 9.30am event
• Venue: Fraser’s Restaurant, Kaarta Gar-up, 60 Fraser Ave, West Perth WA 6005
• Topic: WAMA presents – Market Research: Value, Scalability and the Voice of WA

Matt Oakley, Chief Strategy Officer for 303, and Dr Serena McClellan, Associate Director for CoreData WA, will kick things off in a cracking keynote that will uncover headline findings from their study, The Voice of Western Australia – a look at life here in the West. They’ll unpack what it all means, and the importance of robust formative research to inform marketing efforts.

Then, our host Jeff Healy, State Director for Verian, will lead a panel of brilliant minds in a practical chat that’s grounded in how WA marketing teams are using research to elevate their work:

• Kristina Green, Chief Marketing & Growth Officer, HIF
• Luke Clarke, GM Marketing & Operations, Bedshed
• Kayla Surace, Associate Director, Metrix Consulting

Get to know our keynote and panel speakers 👇

Dr Serena McClellan

Over the past 12 years, Serena has built a career out of curiosity and a genuine interest in human behaviour, and spends her time uncovering the stories behind numbers. She has partnered with organisations of all sizes across commercial, government, and academic contexts, from small local start-ups to multi-national conglomerates. Her research has shaped brand positioning, uncovered new market opportunities, and strengthened campaign and communication strategies. She takes pride in making rigorous research accessible, and providing findings that are easy to grasp and act on.

Matt Oakley

Matt heads up strategy and the agency at 303 where he can often be found helping to build brands and change behaviour. Coming up to 3 years in WA now, he counts himself lucky to be helping the likes of Lotterywest, The Push Up Challenge, Pentanet and the WA Government connect better with their audiences across Australia . Before joining 303 he did the same for Nestlé Group, Carlsberg Group, Mondelez International and National Foods across Europe, North America, Asia and The Middle East.

Kristina Green

Kristina Green shapes, drives and executes HIF’s brand experience, reputation, marketing, and growth strategies. With a depth of marketing leadership experience in the private health insurance sector, at HIF Kristina is focused on building and forging strategic partnerships to drive member engagement and growth across all sales and distribution channels.

Kayla Surace

Kayla Surace is a Business Director at Metrix and one of WA’s leading market research practitioners. She works with senior leaders across the state to turn research and complex data into clear, actionable insight that drives better decisions. With expertise spanning government, transport and tourism, Kayla’s work has shaped brands, guided campaign strategy and improved ROI and marketing effectiveness.

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