NEWS

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.

Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020.  We now have 17 waves of data (weekly for the first 12 weeks and now monthly since July).  Here are the key findings from our November pulse....

What is the justification for the big emotional Christmas ad? There are three reasons for emotion in advertising; to build spontaneous, affective brand choice, to aid in considered brand choice and to aid in building distinctiveness and salience for the brand. Does the...

Given a mere 5% of emotions become a conscious feeling - how exactly do marketing experts assess the emotional “power” of marketing communications? Fact is, they are judging message sent and NOT message received. In our view, this is a MAJOR limitation....

What is it about insanity and repeating the same errors of four years ago? Once again, pollsters markedly understated the support for President Donald Trump. What could Colonel Nathan Jessup of Guantanamo base, Cuba teach pollsters?...

Forethought has been tracking the mind and mood of Australians as we navigate the challenges of the Covid19 crisis.  Our aim has been to support our clients to rethink and reframe their offer to meet the changing needs of consumers as we all deal with...

Latest research from our Normality Index finds that Victorians’ sense of ‘normality’ has leapt overnight with the easing of COVID19 restrictions. The survey conducted on Tuesday Night (26/10) found that Victorians went from feeling 47% ‘normal’ to 55% of how they felt before the pandemic. This...