Information is Power

In January 2010, Forethought was announced as one of four finalists for the globally prestigious INFORMS Society for Marketing Science (ISMS) and the Marketing Science Institute’s (MSI) Practice Prize; short listed for its Prophecy Thoughts® research for Jetstar.

The award was judged and announced at Sloan Business School at Massachusetts Institute of Technology (MIT) in January 2010. The finalists’ submissions were diverse and impressive, with the judges acknowledging that it was the best group of entries ever received. It is a thrill to report that Forethought was awarded runner up.

The judges did not give much away, but one judge commented that the Forethought submission was “a compelling narrative that successfully commingles strategy storyline with … a novel marketing science advance and what is clearly a powerful application.”

Ken Roberts, Managing Partner, Forethought shared that “I am pleased that our research has been recognised by pre-eminent thinkers and leaders in the marketing science industry and delighted that the energy and commitment of the Forethought team has been acknowledged in this way.”

Thanks

Forethought thanks co-authors Professor John Roberts and Professor Peter Danaher. Forethought also wishes to send particular thanks to David May, Head of Marketing & PR, and Mary-Lou Cann, Head of Customer Service, at Jetstar, whose time and cooperation are greatly appreciated.

Lastly, thank you to all Forethought clients for your ongoing support and for providing us with the opportunity to innovate and explore new ways to deliver you the very best business outcomes.

The authors of the Forethought submission. From left: Professor Peter Danaher, Professor John Roberts, Alan Simpson, Ken Roberts.

The peak body in Australia for professional market and social research, the Australian Market and Social Research Society (AMSRS), hosted the 2010 Research Effectiveness Awards on May 20 in Darling Harbour, Sydney. The awards recognise excellence in market and social research, making a difference to business performance and social policy planning.

Forethought was again declared the winner of the Award for Commercial Effectiveness, this time for its extensive research into domestic and international airline markets on behalf of Jetstar. The program included the application of Prophecy Thoughts® to assist Jetstar executives in making well-informed decisions with great speed in a rapidly moving market.

For more information, see the Research Effectiveness Awards 2010 website

Forethought was the a finalist for the Award for Social Impact. Its campaign, Placing Homelessness on the National Agenda, was conducted on behalf of Hanover Welfare Services and was designed to study the way Australians think about and understand homelessness and to bring about change in Government policy. The Government’s target to halve homelessness by 2020 is evidence of the influence this research had on Federal Government policy.

For more information, see the Research Effectiveness Awards 2010 website

This prestigious award for Marketing Excellence was presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. The aim is to acknowledge exceptional marketing practice and to raise the standards of marketing professionalism.

Forethought Research won the Award for Commercial Effectiveness in 2007 (next granted in 2010) for research that guided the positive brand transformation of the ANZ bank over a five-year period. Forethought was also shortlisted in 2007 for the the Award for Social Impact.

For more information, see the Research Effectiveness Awards 2010 website