INNOVATION

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what our respondents consider to be the most important sources of consumer insight now (February 2016), and in the foreseeable future. [detailsdownload filepath="/wp-content/uploads/2018/09/Forethought-Insights-University-Survey-Results-Part-1.pdf"]...

This paper addresses the repositioning of Kmart Australia in 2011. It shows how by calibrating emotional as well as cognitive reactions and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share. [detailsdownload filepath="/wp-content/uploads/2018/09/Forethought-Research-INFORMS-Marketing-Science-KMart-Australia.pdf"] ...

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. [detailsdownload filepath="/wp-content/uploads/2018/09/Value-Speaks-Louder-than-Words.pdf"]...

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....

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

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....

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 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,...