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.

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...

For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, Ken shares...

The evolution of present day brand measurement can be traced back to the theories set out in the popular 1991 text by David Aaker, Managing Brand Equity. He went on to contend that metrics such as sales that were competing with his proposed measure ‘tend...

Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend. Forethought CEO, Ken Roberts looks to...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what impact our respondents believe marketing science has on advertising content and message now (February 2016), and in the foreseeable future. Insights University 2016 Survey Results...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See how respondents expect the managerial importance of NPS to change from now (February 2016), to the foreseeable future. Insights University 2016 Survey Results Part 2         ...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what our respondents consider to be the most important sources of consumer insight now (February 2016), and in the foreseeable future. Insights University 2016 Survey Results...

Can the Net Promoter Score (NPS) which is based on advocacy predict a company’s success or do we need a more complex measure? The management folly of adopting the Net Promoter Score as the ‘one measure’ and why value-for-money provides greater insight. Value Speaks Louder Than...

The Forethought Research, globally lauded Prophecy Feelings® methodology identifies the relative importance of the discrete emotions driving consumption behaviour at a category, brand and communications level. Forethought alone can implicitly measure discrete emotions linked to consumption behaviour. Informing and tracking brand and communications performance. [vc_video link='https://www.youtube.com/watch?v=CS1gGZ03hls']   ...