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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. [vc_video link='https://www.youtube.com/watch?v=CS1gGZ03hls']   ...

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...

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...