What’s Wrong With Your Brand Tracker

Discover the disconnect between brand tracker insights and in-market performance and the importance of accurately measuring brand success in volatile markets.

What Really Motivates Consumer Behaviour?

The Capability of GPT-4o in Predicting Consumer Choice

Trust – You Can’t Fatten A Pig On Market Day

In the previous article 'What to do when a “breach of trust” unleashes an unruly mob', it was argued that unless there has been malfeasance, the CEO should not apologise for a breach of trust. When it comes to a public apology, the CEO is personally worse off often facing permanent reputational damage and the organisation fares no better than had no apology been made.

What To Do When a “Breach Of Trust” Unleashes an Unruly Mob

Forethought Mind and Mood Pulse – August 2021

With NSW eclipsing 1000 daily new COVID cases and Victoria late last week given grim news of a once again extended roadmap out of lockdown, in August we saw now almost 1 in 2 Australians believing their life to be worse than this time last year.

Forethought Mind and Mood Pulse – July 2021

Forethought has been observing Australia's sense of Normality since March 2020 – in July 21 we have observed the sharpest monthly decline since the beginning of the pandemic (down 10 percentage points), primarily driven by the extended lockdown in Sydney.

Forethought Mind and Mood Pulse – June/July 2021

Forethought has been observing the increasing stability of Australian’s sense of Normality since March 2020 and hypothesising that we had achieved ‘The New Normal’, when the NSW infection rates started to climb rapidly.

Forethought Mind and Mood Pulse – April 2021

Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 21 waves of data (weekly for the first 12 weeks and now monthly since July 2020). Here are the key findings from our April pulse.