prophecy® 2.0

Prophecy® reveals the relative importance of drivers of acquisition, and explains and predicts changes in market share.

Recognising a 'gap' in Customer Value Analysis, Forethought has developed Prophecy®, an algorithm that predicts changes in market share estimates as a result of changes in the performance scores of value drivers. Prophecy® is a unique and innovative methodology, capable of taking quantitative research data and quantifying expected changes in market share estimates, when specific drivers of value are modified.

This unique methodology was developed by the Marketing Science team at Forethought in conjunction with leading academics and practitioners. As the first of its kind in Australia, Forethought has moved quickly to patent the Prophecy® methodology, and in doing so has become the first marketing research firm in Australia to patent a research methodology.

In 2010, on the basis of research conducted for Jetstar utilising the Prophecy® methodology, Forethought was named Runner-Up in the internationally renowned Informs Society of Marketing Science MSI Practice Prize.

What people are saying about Prophecy®:

"In our short four-year history, we have used a number of techniques, methodologies and consultancies to help us try to make headway in what I maintain is the world’s most challenging and complex category. What stands out for me, is that for all that work and intellectual rigour, Prophecy® has enabled us to distil down to the key issues and make a radical, positive change to our business in less than six months. It really is quite outstanding."

David May, General Manager
Marketing & PR, Jetstar

"Prophecy® is one of the slickest offerings of any research agency we have seen to date, from both a presentation of data and value-add point of view. The information is presented in a visually appealing format that is straight forward and very easy to understand. It almost looks too simplistic and therein lies its true value in that it allows management across all levels of the business, ranging from our Managing Director to our Product Managers, to access the information."

Darren Stein, Insights Manager
Consumer Marketing, SingTel Optus

"There are very different challenges in each of the markets in which the AFL competes, and as a sport that plays in every State and Territory within Australia, understanding these differences is critical to determining the management of our marketing and communications resources. The use of Prophecy® has allowed us to focus on the key drivers of fan and prospective fan behaviour in each market, driving up our marketing efficiency and effectiveness, as well as our brand reputation."

Dr. Colin McLeod
Head, Research & Innovation, AFL 

For further information contact ken.roberts@forethought.com.au