Forethought employs Customer Value Analysis (CVA) to assist clients in gaining a firm understanding of where their products and services are positioned within the market. This then enables our clients to dynamically evaluate their competitive strategy, identify their competitive positioning and identify vulnerabilities. CVA addresses client’s questions such as, “what makes our products unique?” and “what do customers see as the benefits and advantages of our product offer relative to competing brands?”

CVA involves identification of the attributes that drive purchasing decisions, the tracking of these attributes and their relative importance allowing our client to allocate resources to targeted areas where return on investment is maximised.

However, the latest development in Customer Value Analysis is Prophecy® – Generation III Customer Value Analysis. Prophecy® represents an extension of the CVA methodology, in that it is capable of taking CVA data and quantifying expected changes in market share estimates, when specific drivers of value are modified.