Showing 41-50 of 211 results:

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  Creative Efficacy

  Questionnaire Design Using Incentives Wisely and Avoiding Social Desirability Bias

  Academic and industry evidence have shown that excessive questionnaire length (i.e. more than 15 minutes) has a negative effect on data quality, as measured by data reliability, variance and validity (Galesic and Bosnjak, 2009; Marcus, Bonsnak, Linder, Pilischenko and Schütz, 2007). These studies also present evidence that the completion rates for online questionnaires drops off significantly as the length of time taken to complete the questionnaire increases (i.e. the completion rate for a 10 minute survey was 67.5%, while a 30 minute survey had a completion rate of 18.6% (Marcus, Bonsnak, et al., 2007).

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  Customer Experience, Creative Efficacy

  The Juster 11-point probability scale

  The Juster scale in its many applications has been found to be superior as a predictive measure of future purchase behaviour compared to other intentions scales. However, the distribution of responses, has been found to affect the predictive accuracy of the scale. Not surprisingly, the greater the variation in responses, the less accurate the predictions. Studies have shown that purchase probabilities can be over or under estimated by the Juster scale, but on average, it is the most consistent in accurately predicting actual purchase rates.

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  Brand Strategy

  Is Your Brand Equity Metric Just Brand Babble?

  The Forethought philosophy is that Brand = Market Share and as such, Professional Marketing magazine asked Ken Roberts to share his thoughts on the ‘brand equity’ metric and its implications for marketers seeking to grow market share. Rather than handing over the keys to the door, Ken argues that marketers should tell ‘brand equity’ to get packing.

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  Customer Experience

  Understanding the Customer Experience

  For decades, customer experience research and its derivatives such as the net promoter score remained the primary tool to inform retention strategy. However, marketers have recently witnessed the fundamental metamorphous of customer experience research. In this article, ken explores the misconceptions and follies of customer experience research and the four principal justifications for investing in customer experience insights.

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  Offer Optimisation

  Choice Modelling Optimising Partners and Products

  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.

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  Analytics

  Big Data Pandemic

  When organisations are failing to operationalise the insight from Small Data, it leads me to wonder how Big Data avoids becoming another management panacea…

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  Creative Efficacy

  Social Echo: Listening for the Consumption Drivers in Earned Media. Part 1

  At present assessing social media’s effectiveness is entirely about what is said. But is that all we should be seeking to understand to validate our online communications strategies?

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  Creative Efficacy

  Social Echo Influencing Consumption Behaviour via Earned Media Part 2

  In part 2 of this paper, Social Echo: Influencing Consumption Behaviour via Earned Media [Part 2], I explore the linkage between the content which is scientifically shown to drive consumption behaviour and the creative idea or content chosen for seeding conversations which is too often non-existent.

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  Brand Strategy, Creative Efficacy

  Emotions in Communications: The Next Leap Forward.

  The Forethought Research, globally lauded Prophecy Feelings® methodology identifies the relative importance of the discrete emotions driving consumption behaviour at a category, brand and communications level. Forethought alone can implicitly measure discrete emotions linked to consumption behaviour. Informing and tracking brand and communications performance.

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  Offer Optimisation, Brand Strategy

  Value Speaks Louder Than Words

  Can the Net Promoter Score (NPS) which is based on advocacy predict a company’s success or do we need a more complex measure? The management folly of adopting the Net Promoter Score as the ‘one measure’ and why value-for-money provides greater insight.