Insights: Game of Skill or Chance?
01 Dec 2020
Estimating the likelihood of adoption and the relative importance of a choice attribute are two areas where findings from survey data can be misleading....
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.
AUSTRALIAN NORMALITY INDEX – November
30 Nov 2020
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....
Heartstring Wars – The Festive Season Battleground
24 Nov 2020
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...
Organisations Reacting & Responding to COVID-19
18 Nov 2020
The challenges presented by the shifting moods and mindsets of consumers, tracked by Forethought since the start of the pandemic, have been met with varying degrees of organisational success....
The folly of the ‘The Long and the Short of It’
17 Nov 2020
Communication designed only to elicit an emotion unaccompanied by a reason to believe are a frightfully inefficient and wasteful if not entirely ineffectual way to spend the communications budget....
Emotion – not a matter for expert judgement
11 Nov 2020
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 Colonel Nathan Jessup Could Teach Pollsters
09 Nov 2020
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?...
Is organic web traffic a predictor of brand choice? – A closer look at Les Binet’s “new way”
04 Nov 2020
The mere act of searching is not causal. Rather, understanding what drove the prospect to search and then, what the prospect discovered in their search that led them to progress towards purchase is causal. Generally, people are in the market for a car and therefore...
A VERY COVID CHRISTMAS
02 Nov 2020
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...
SURVEY FINDS LARGE IMPROVEMENT IN VICTORIANS’ SENSE OF NORMALITY
29 Oct 2020
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...