Who we are


Australian Survey Research Group (ASR) is a talented team of market research consultants and technical specialists based in Melbourne and Sydney, Australia. We are an innovative company combining expertise in:

  • Market and social research for both internal and external stakeholders
  • Program evaluation
  • Qualitative research such as focus groups and depth interviewing
  • Quantitative research such as data collection by CATI, paper, online and mobile technologies.
  • Software development and reporting
  • Management and human resource consulting.

Our key people have worked academically and in a variety of roles in the private and public sectors. Collectively, our consulting expertise has been obtained from a range of qualitative, quantitative and mixed mode studies in government, publicly owned instrumentalities and private companies in Australia, New Zealand, South East Asia, USA, Europe and the Middle East. All consulting staff are members of AMSRS and our principal consultants are QPRs.

Murray Reid CEO ASR

Murray has over 25 years of business management and marketing experience in various Asia Pacific countries including China, Korea, India, Asean and the ANZ region. He has held a number of senior executive positions with leading vendors including IBM, Ascential and Informix Software. He is skilled and seasoned business leader with extensive experience across government, finance, media, telecommunications and manufacturing. Responsible for managing ASR’s workload and coordinating the company’s delivery to clients, Murray also takes an active role in many of the company’s assignments as well as providing advice on a range of human resources, research and business issues.


David Willcox QPR, Founder and Director ASR

David is one of the founders of Australian Survey Research Group. He was instrumental in the creation of SurveyManager® and is also the inventor of the "OnTrack” and “CompTrack" approach to performance management and capability profiling. Over the past 25 years David has been increasingly involved in the creation, use and control of large and complex databases. His philosophy is to ensure computers deliver valued-added information to the end-user in an uncomplicated manner.

His expertise lies in the analysis of people, what they do in their work environment, what they should do and how to motivate them to higher levels of performance. Another major interest is what makes customers loyal and how large organisations can consistently meet their changing expectations.


Tricia Deasy QPR, Principal Consultant and Director ASR

Tricia is a senior researcher with a background in organisational communication, market research and human resource management. She designs and analyses complex research projects usually in the role of project manager. Many of her projects involve employees or association members as internal customers; assessing satisfaction levels or gauging current and required skill levels. Tricia works across all industry sectors, including government and not-for-profit organisations and with very small and large organisations.

She also has expertise in designing and implementing human resource management systems, integrating human resource information, creating organisational change and designing and delivering development activities and employee communication programs. She has extensive experience in designing performance management processes and organisation / industry-wide capability frameworks.

Tricia has developed development programs and curricula as a result of work as a university lecturer (seven universities in Australian and USA) and as a corporate trainer in banking, automotive manufacturing and mining industries.


Vanessa Koufomanolis QPR, Senior Consultant

Vanessa is tertiary qualified in market research, statistics and human resources. She is an expert user of SurveyManager and SPSS, programs one of our report engines and builds infographics. In addition, she is a power user of Microsoft Office products such as Word, Excel and PowerPoint.

Over the past 12 years at ASR, Vanessa has worked on a vast and diverse range of quantitative and qualitative projects across all industry sectors and for government and not-for profit organisations as well as start-ups and large companies. Her government experience includes public policy implementation and research.


Leigh Barratt Technical Director

Leigh leads the technical team developing and supporting SurveyManager® the industry leading enterprise survey platform. He is an industry veteran having worked for several large international companies before joining ASR in 2000. Leigh as the chief architect of SurveyManager® is continually working with clients to deliver the next level of functionality needed for data collection. He is skilled in enterprise development using agile techniques, design of user interfaces, SaaS infrastructure and security.

In recent years, Leigh has alternated between providing client support, working on special projects and ongoing R&D associated with the company’s products. He is the chief architect of our new survey product to be released in 2020.

What we do

ASR provides products and services that assist you in internal management of your organisation AND in managing information about people or activities that are outside of your organisation. We can assist you in generating data, creating information from this, and helping you use it to manage your day-to-day business.

We specialise in projects requiring a combination of qualitative and quantitative techniques. For example, we use multiple methods of collecting data, including:

  • Desktop research
  • Face-to-face interviewing
  • Telephone interviewing
  • Focus groups
  • Workshops
  • Web and/or e-forms
  • Mobile phones
  • Paper
  • CATI.


Australian Survey Research:

  • Is an accredited Market and Social Research organisation under the ISO 202052:2019 standard.
  • Senior consultants are Qualified Professional Researchers certified by The Research Society.
  • Is a company member of The Research Society.
  • Is a member of many State and Commonwealth Government service panels.