Showing 61-70 of 209 results:

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  Customer Experience, Brand Strategy

  TRUST. Before Reconstruction comes Deconstruction

  THE EROSION OF TRUST: Surely THE HOTTEST topic in 2017 has been brands’ erosion of Consumer Trust. Forethought has investigated Trust – considering the consequences to organisations of breaching or failing to achieve Trust – and how this impacts on the drivers of choice or purchase intention which flow into revenue, loyalty and market share. There is positive news for the Board, Exec, Marketers and Corp Affairs: the underpinnings of Trust, at a brand and category level, can be scientifically validated and analysed to clearly inform management action.

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  Brand Strategy, Creative Efficacy

  Is Facial Coding useful for Marketers?

  EMOTIONS IN ADVERTISING: Recently, we found it worrisome to learn that more than a third of global Fortune 500 companies are using facial coding for ad pre-testing and some (e.g. Unilever and Mars) have made it a mandatory for copy-testing. Brands want to understand emotion in consumption. Great, no quarrel there. So, why does this news worry us? We are concerned because facial coding for ad testing does not predict purchase behaviour. Adding to our concerns about facial coding a new study from Northeastern University published in the journal Psychological Bulletin (2018) argues it is false to believe that facial expressions are constant across people and situations and that they can be measured by artificial intelligence. We examine here.

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  Engagement, Creative Efficacy

  Time for Advertising to Hibernate

  If you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election.

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  Brand Strategy, Creative Efficacy

  Lessons for Applying Behavioural Economics

  Remember behavioural economics? It was the marriage of psychology and economics that enjoyed a burst of popularity a decade ago and has never really gained any further traction. Sometimes, with rather disastrous consequences, findings from academics’ behavioural experiments were generalised and applied in business.

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  Customer Experience, Creative Efficacy

  You are not your Customer

  A difficult truth for business leaders is… once you work for a brand, you can no longer see that brand in the same way your customer does. Rarely, is your opinion of your brand representative of your customers’ opinion. It is one of the business world’s Faustian bargains – sign an employment contract, lose sight of what it is to be a customer.

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  How Likely Would You Be To Recommend NPS?

  Business leaders frequently seek the advice of Forethought about the statistical efficacy of NPS as a measure of business growth. Executives are not asking if customer-centricity is a reasonable pursuit; they are asking if the likelihood to recommend is the right, non-financial leading indicator for the organisation’s prosperity.

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  Analytics, Customer Experience, Brand Strategy, Creative Efficacy

  #Foretoons

  Snippets from Forethought on contemporary topics in marketing research. #Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes. Click on a Foretoon to comment or share.

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  Analytics

  Going Bayesian

  You might have bad memories of statistics as a stodgy, boring subject you had to take at uni for a semester or two. but statistics is in constant evolution and there are many things we can do today that were simply not possible even five years ago. At Forethought we are always looking for new ways to give our clients information they can be confident of – Bayesian Analysis is one of these ways.

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  Brand Strategy

  Lesson 1: Measure What Matters

  Introduce real non-financial lead indicators

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  Customer Experience, Brand Strategy

  Lesson 2: North Star

  Your brand’s North Star is the intersection between the brand promise and the customer experience.