10 Lessons

You don’t have to smile to be happy. Forethought has found that facial coding understates the presence of emotion. Social emotions such as pride (which is the strongest emotional predictor of buyer behaviour) and shame have NOT been linked to distinct facial expressions and therefore...

Latest research from our Normality Index finds that Victorians’ sense of ‘normality’ has leapt overnight with the easing of COVID19 restrictions. The survey conducted on Tuesday Night (26/10) found that Victorians went from feeling 47% ‘normal’ to 55% of how they felt before the pandemic. This...

We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the...

Some advertising executives have recently become interested in the academic literature.  These advertising scholars have been citing studies that have found that advertising during a recession is potentially good for business.  The basis for their argument is that as your competitors withdraw their advertising and...

Marketing science should be a key driver in decision making. Russel Howcroft, Chief Creative Officer at PWC speaks to Executive Chairman and Founder of Forethought Ken Roberts on the importance of having a quantitative understanding of your consumer behaviour and science-based blueprint for creativity that will drive effective advertising and communications.  https://open.spotify.com/episode/7hChihox859hpMjbhmYaTu?si=HoE6tPu_RDi7IIvUmkqwRA [button size='' style=''...