Marketing Advisory, Strategy and Analytics
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Les Binet would like marketers to discontinue the old ways of brand health measurement and adopt his “new way to track brand and advertising.”
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. Please note: Fieldwork for November was conducted prior to the South Australian outbreak and lockdown.
With some justification, not everyone is a fan of survey data. Periodically, a client or prospective client recites one of two quotes. The first quote is from the founder of Apple, Steve Jobs, who said “People don’t know what they want until you show it to them.
With COVID-19 cases and death counts rising as well as a newfound threat to civility – an assault to the nation’s democratic foundations – it comes as little surprise that American life moved further away from normal in January 2021.
Analytics
For several quarters, an aviation brand’s continuous brand tracker had identified a gradual decline in performance, leading to significant declines in key metrics year-on-year. Their internal teams had a wealth of data about their passengers and revenue, but needed something with more predictive power to inform their next steps.
Forethought's September Mind and Mood Pulse has revealed a developing ‘Vaccinated Economy’ bonus - with 1 in 3 Australian consumers claiming they would spend more money at a business that mandates vaccinations for its staff
Following our two most populated states hitting their 80% double vaccinated targets, many Victorians and New South Welsh-folk now plan to take advantage of their newly permitted freedom of movement - however this is not the case for the rest of Australia
Intentions to travel continued to rise in November, but consumers still predict COVID (or now even omicron) related barriers may interrupt their plans – will this limit potential bookings of flights, accommodation and other tourism sector spending despite increasing interest?