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.

We have now come to the end of our initial 12 weekly program of continuous tracking.  This longitudinal study has provided us with a wealth of systematic data and insights on the core dynamic between how we have been feeling, thinking and behaving in response...

A 12 week review of the USA Normality Index. Has there ever been a more tumultuous period in American history? Just 12 weeks ago, when Forethought introduced the Normality Index, 564 Americans had died of COVID-19. In just three-months, a staggering and tragic 104,523 more citizens...

KEY OBSERVATIONS from WEEK 11 EMOTIONS ARE STABILISING, after the initial shock of the Covid-19 restrictions Australians had a negative shift in their emotions.  Whilst the positive emotions of Love, Happiness, Contentment and Pride have made progress back toward pre-Covid levels, and our negative emotions...

We have now taken a weekly pulse of 8,000 Australians to understand how they are feeling and how their consumption behaviours are changing as a result of the COVID-19 crisis. And we have further examined and contextualised this data via anthropologically-anchored qualitative research. So this...

EXECUTIVE SUMMARY What are Americans’ current perceptions of normality?  After the largest improvement in normality last week, this week the normality index declined to 62%. Who is winning the race towards normality? This week, the return to normality did not continue to consistently improve across...

This week the Normality Index provides a story of steady improvement in the drivers of our normality.  Week 9 saw the Normality Index at 59% up from 52% last week.  Our most important driver of normality, confidence in the economy,  remains low but is up...

EXECUTIVE SUMMARY What are Americans’ current perceptions of normality?  After weeks of marginal steps, Americans appear to be breaking into a stride towards normality. This week, the Normality Index improved 14% from last week (56% 18 May to 64% 25 May), the largest single week...

WE’RE FEELING HALF NORMAL, BUT… YOUNG AUSSIES ARE ANXIOUS, AND STARTING TO LOOK DISLOYAL TO BRANDS AND SERVICES For the majority of Aussies, we are feeling ‘half normal’, with the Australian Normality Index creeping over that halfway marker to 52% for the first time since the...

EXECUTIVE SUMMARY What are Americans’ current perceptions of normality?  This week, American life has improved to reach the closest point to normality since 23 March. After the unemployment shock and resultant decline last week, we are reminded of the jolting effect of negative economic news...

The Australian Normality Index (Week 7) has revealed two important changes in Australians’ sense of wellbeing and an interesting lesson for organisations who are seeking to maintain relevance and achieve the idealised state of partnering with customers. FROM LIVES TO LIVELIHOODS:  ‘Feeling confident in the...