As political advertising ramps up in the lead to the November election, it is time for brands that are committed to effective advertising, to rethink their media strategy.Brand-safety does not just relate to the kind of extreme material involved in the YouTube brand-safety scandal of...
Americans aged 50+ are being left behind in the march towards normal This month, the USA Normality Index has declined to 61%. Drilling down into this decline, our data shows that it is the Americans in the 50+ age group who are struggling with their return...
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=''...
According to John Hopkins University as at June 29, 2020, the United Kingdom has the world’s highest COVID-19 mortality rate. In mid-March 2020, despite there being conclusive evidence that social distancing was required to slow the spread of COVID-19, the UK Government delayed taking such measures. ...
We have now come to the end of our initial 12 weekly program of continuous tracking. This longitudinal study has provided us with a wealth of systematic data and insights on the core dynamic between how we have been feeling, thinking and behaving in response...
A 12 week review of the USA Normality Index. Has there ever been a more tumultuous period in American history? Just 12 weeks ago, when Forethought introduced the Normality Index, 564 Americans had died of COVID-19. In just three-months, a staggering and tragic 104,523 more citizens...
KEY OBSERVATIONS from WEEK 11 EMOTIONS ARE STABILISING, after the initial shock of the Covid-19 restrictions Australians had a negative shift in their emotions. Whilst the positive emotions of Love, Happiness, Contentment and Pride have made progress back toward pre-Covid levels, and our negative emotions...
We have now taken a weekly pulse of 8,000 Australians to understand how they are feeling and how their consumption behaviours are changing as a result of the COVID-19 crisis. And we have further examined and contextualised this data via anthropologically-anchored qualitative research. So this...
EXECUTIVE SUMMARY What are Americans’ current perceptions of normality? After the largest improvement in normality last week, this week the normality index declined to 62%. Who is winning the race towards normality? This week, the return to normality did not continue to consistently improve across...
This week the Normality Index provides a story of steady improvement in the drivers of our normality. Week 9 saw the Normality Index at 59% up from 52% last week. Our most important driver of normality, confidence in the economy, remains low but is up...