METHODS

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

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 16 When the ideological CEX manager meets the hedonic consumer, the...

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...

If you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election. Time for advertising Hibernation The May 18 Australian Federal election...

EMOTIONS IN ADVERTISING: Recently, we found it worrisome to learn that more than a third of global Fortune 500 companies are using facial coding for ad pre-testing and some (e.g. Unilever and Mars) have made it a mandatory for copy-testing. Brands want to understand emotion...

THE EROSION OF TRUST: Surely THE HOTTEST topic in 2017 has been brands’ erosion of Consumer Trust. Forethought has investigated Trust - considering the consequences to organisations of breaching or failing to achieve Trust – and how this impacts on the drivers of choice or purchase...

Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate...

The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and...