Home - Forethought

Brand, Communications and Purchase Behaviour

Revealing the vital currents of consumer sentiment that power purchase intent...
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Prophecy Feelings®

Quantitatively measure the emotions...
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Our Expertise

We empower our clients to build great brands...
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Forethought Career Journey

10 reasons why Forethought is the ideal workplace for high performing individuals.
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Prophecy Thoughts®

Revealing the relative importance of consumers’ rational drivers of purchase intent.
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Dispelling the Brand Equity Myth

Ken Roberts, Managing Partner and Founder of Forethought Research talks about the Brand Equity Myth.

The philosophy of Forethought is that
"Brand = Market Share".

Brand measurement should be about measuring the brand’s power of attraction; that is, consumers’ purchase intentions. If the brand measurement you are using does not strongly correlate with changes in market share then it is not measuring brand.

Before Sales Comes Rapport

Relationships and their Impact on Business Outcomes.

Rapport is a familiar concept, used in everyday conversation to describe interactions with people. Psychologists try to develop rapport with their clients; sales representatives use rapport to deepen their relationship with customers and increase sales; and new acquaintances gauge the presence of rapport to infer the future of their relationships.

Indeed, many people in varying contexts frequently use the concept of rapport.