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. Successful products and services must be optimised for market appeal and profitability.

In this article, the Forethought method Prophecy Choices answers some big questions.