thoughts & feelings®

Prophecy® + MetaFore™ = Thoughts & Feelings®

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MetaFore™, the feelings in Thoughts & Feelings®

Emotions play a vital role in influencing consumers' behaviour, their decisions and ultimately their brand purchase choice. Emotion is the first response to any stimulus and acts as a gatekeeper to establishing a "connection" between the consumer and the brand.

Studies have established that emotional responses (the way people feel about an advertisement or a brand) are better predictors of communications' effectiveness than commonly used "high attention"-based metrics. Attempts to use these methods to survey emotional engagement experienced by a consumer can be complicated by interference from the consumer's higher-level rational thought, their cognitive processes, which kick in to edit and censor, giving false data.

MetaFore™, a groundbreaking method developed by Forethought, captures the vital emotional first response of consumers to advertising and brands using the innovative MetaFore™ scale, providing insight into both the emotions activated by advertising and brands, and the extent to which those emotions are felt.

MetaFore™ allows brands and advertisers to optimise the suite of activated emotions to maximise the active connection with consumers in order to grow market share.

Prophecy®, the thoughts in Thoughts & Feelings®

Prophecy® complements MetaFore™ by revealing the relative importance of consumers’ rational drivers of purchase intent, and explains and predicts changes in market share.

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. Prophecy® is the first marketing research method in Australia to receive a patent.

In 2010, on the basis of research conducted for Jetstar utilising the Prophecy® methodology, Forethought won the Australian research industry’s capstone aware, the AMSRS-AMSRO Research Effectiveness Award for Commercial Effectiveness, and was named Runner-Up in the internationally renowned Informs Society of Marketing Science MSI Practice Prize.

Thoughts & Feelings®

Thoughts & Feelings® is a holistic brand and communications tracking method that captures the vital emotional first response of consumers via MetaFore™, and marries that to the rational drivers of purchase intent via Prophecy®.

Thoughts & Feelings® tracks how well advertisements, communications and brands activate intended emotions in consumers, and predicts the impact this will have on brand positioning. By taking a holistic approach to brand and communications tracking, Thoughts & Feelings® allows brand managers and advertiser to make a powerful impact on future sales.

If you would like to know more about any of the Forethought methods, please call Forethought Research on +61 (03) 9614 3000, or write to mail@forethought.com.au