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Watching and Learning

We're the kind of strategic marketing research consultancy that believes in the power of knowledge, and we like to share our ideas. Here you will find Papers from some of the marketing research experts at Forethought, as well as a collection of Things We Like.

We'd like to share some of our thinking to further the debate on marketing research, brand and communications. Send us a note, let us know your thoughts...

8 Feb 2012 Forethought Understands Creative's Challenge: Ken Roberts, Managing Partner and Founder of Forethought Research talks about the Creative's challenge to understand the discrete emotions... View Video

25 Jan 2012 Survey Errors: Survey questionnaires remain the most prevalent mode of data collection in marketing research, but has their high use resulted in diminished errors? Download Full Article

30 May 2011 Is it More Effective to Hit Low-Attention Viewers?: If Robert Heath is right, a large part of every dollar spent on advertising-related marketing research is a waste of money. There are few fence-sitters when it comes to the ideas of... Download Full Article

30 May 2011 Is the Big Idea Giving Way to Marketing Science: In advertising, evidence shows that creativity and human judgement are steadily giving way to statistics. The signs are all around us. Take for example the journey of... Download Full Article

30 May 2011 The Brand Equity Fairytale: As marketers, we have all innocently told our fair share of fairytales as we have grappled with market ambiguity. Some of our Fairytales have happily turned out to reasonably approximate... Download Full Article

30 May 2011 Certified Practicing Marketer of the year 2010: What does it mean to be a supercharged marketer...? The Australian Marketing Institute awarded Ken Roberts, Managing Partner and Founder of Forethought Research the 2010 Certified Practicing Marketer of the Year. View Video

30 May 2011 Get Comfortable With Being Out Of Control: The prospect of being primed conjures dark images of consumers being manipulated by subliminal advertising and teenagers being brainwashed by heavy metal. These images are dark because they challenge fundamental... Download Full Article

30 May 2011 Get The Most Out Of Your Market With Choice Modelling: The launch of a new or altered product comes with both the opportunity for great success and equal chance of abysmal failure. Many firms spend inordinate sums of money on research... Download Full Article

30 May 2011 At Last. Brand Measurement Equal Brand Performance: There has been little convergence on how to measure brand equity. Originally it was proposed that brand equity could be measured by the ‘Brand Equity Ten’ (Aaker, 1991)... Download Full Article

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Get Comfortable With Being Out Of Control

Get The Most Out Of Your Market With Choice Modelling

At Last! Brand Measurement Equals Brand Performance