Marketing Advisory, Strategy and Analytics
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As we all move towards 5 months of radical change in the way we live and work, we at Forethought continue to monitor how Australians are faring. Our aim is to continue to develop our understanding of shifts in consumer needs, feelings and behaviours in response to the pandemic and ensuing economic contractions, and what this means for business.
Central to the conversion funnel thesis is that marketing communication moves the consumer from their initially disengaged state through to deliberation and conversion.
We are approaching the six month marker of Australian’s learning to live their lives in the shadow of Covid19. Since we launched the Normality Index in Australia and the US in April 2020, we have interviewed over 30,000 people to capture their mind and mood in relation to the differing phases of the pandemic and the associated economic contraction.
The U.S. Normality Index Normality has reached it’s highest point since tracking commenced, now at 72%. However, the imminent election is evidently having the greatest influence over Americans’ perceptions of normality, with Confidence in the U.S. Government emerging as the top driver of normality.
We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the “Better Big Bank” campaign. A wonderful outcome!
Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 16 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our October pulse.
Latest research from our Normality Index finds that Victorians’ sense of ‘normality’ has leapt overnight with the easing of COVID19 restrictions.
Forethought has been tracking the mind and mood of Australians as we navigate the challenges of the Covid-19 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 the stressors and opportunities that this most unusual moment in time has created. This is the Normality Index, which has now been fielded since 27 March 2020 compiling responses from over 14,000 Australians on what is important to them now, how they are feeling and how this impacts on behaviour.
Les Binet would like marketers to discontinue the old ways of brand health measurement and adopt his “new way to track brand and advertising.”
Here we are four years later and again trying to understand how the results fell outside the pollsters’ margins for error (I am only referring to the well-regarded pollsters now). Here is what we do know: pollsters live their lives striving for achieving a representative sample.