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.

When organisations are failing to operationalise the insight from Small Data, it leads me to wonder how Big Data avoids becoming another management panacea...

In the last half-century, decision science has burgeoned into a rich field of interdisciplinary research. Consumers are, more than ever, spoilt for choice – and information. For a marketer, the abundance of choice and freely available information puts a greater premium on knowledge of consumer trade-offs....

For decades, customer experience research and its derivatives such as the net promoter score remained the primary tool to inform retention strategy. However, marketers have recently witnessed the fundamental metamorphous of customer experience research. In this article, ken explores the misconceptions and follies of customer experience...

The Forethought philosophy is that Brand = Market Share and as such, Professional Marketing magazine asked Ken Roberts to share his thoughts on the ‘brand equity’ metric and its implications for marketers seeking to grow market share. Rather than handing over the keys to the door,...

The Juster scale in its many applications has been found to be superior as a predictive measure of future purchase behaviour compared to other intentions scales. However, the distribution of responses, has been found to affect the predictive accuracy of the scale. Not surprisingly, the...

Rapport is a familiar concept, used in everyday conversation to describe interactions with people. Psychologists try to develop rapport with their clients; sales representatives use rapport to deepen their relationship with customers and increase sales; and new acquaintances gauge the presence of rapport to infer...