Whitepapers

LESSON 3: TRUST  In a crisis, the market sees straight through “virtue wrapping” Consumers store trust and distrust in brands. Evidence of consumer trust is their preparedness to regard a brand’s occasional imperfect behaviour as an aberration (for example, the exploding Samsung Galaxy Note 7). From both an...

LESSON 1: MEASURE WHAT MATTERS Introduce real non-financial lead indicators Boards and executives are seeking actionable metrics that forecast the economic prosperity of the brand/business. Unequivocally, Forethought has found the metric ‘brand health’ is the most effective non-financial lead indicator of acquisition of customers and market share. We...

You might have bad memories of statistics as a stodgy, boring subject you had to take at uni for a semester or two. But statistics is in constant evolution and there are many things we can do today that were simply not possible even five...

Snippets from Forethought on contemporary topics in marketing research. #Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes. Click on a Foretoon to comment or share. Foretoon 17 Business outcomes versus personal outcomes. Deleting intuition-based CEX initiatives that...

Ken Roberts, Karen Hansen Ph.D., Forethought Business leaders frequently seek the advice of Forethought about the statistical efficacy of NPS as a measure of business growth. Executives are not asking if customer-centricity is a reasonable pursuit; they are asking if the likelihood to recommend is the...

A difficult truth for business leaders is… once you work for a brand, you can no longer see that brand in the same way your customer does. Rarely, is your opinion of your brand representative of your customers’ opinion. It is one of the business...

Consumer watchdog finds against brand for misleading marketing practice: A lesson for applying behavioural economics Remember behavioural economics? It was the marriage of psychology and economics that enjoyed a burst of popularity a decade ago and has never really gained any further traction. Sometimes, with rather disastrous...