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.

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...

Rapport is a familiar concept, used in everyday conversation to describe interactions with people. Psychologists try to develop rapport with their clients; sales representatives use rapport to deepen their relationship with customers and increase sales; and new acquaintances gauge the presence of rapport to infer...

Ken Roberts, Managing Partner and Founder of Forethought Research talks about the Creative's challenge to understand the discrete emotions that drive purchase behaviour; the inventory of those emotions; and how effective the communication is at eliciting those emotions....

Survey questionnaires remain the most prevalent mode of data collection in marketing research, but has their high use resulted in diminished errors? Perhaps it is timely to revisit not the strengths – we know there are many – but the weaknesses that we should be cognisant...

If Robert Heath is right, a large part of every dollar spent on advertising-related marketing research is a waste of money. There are few fence-sitters when it comes to the ideas of UK communications specialist and academic Robert Heath. Heath believes that television advertisements are more...

In advertising, evidence shows that creativity and human judgement are steadily giving way to statistics. The signs are all around us. Take for example the journey of media mix optimization from 40 years ago to today, with attribution modelling now undertaken exclusively by media analysts. Another example...

As marketers, we have all innocently told our fair share of fairytales as we have grappled with market ambiguity. Some of our Fairytales have happily turned out to reasonably approximate market behaviour, whereas others have ranged from oversimplifications to unintended fabrications. Perhaps the greatest Fairytale of...

Reading words associated with the elderly such as old, lonely, traditional, bingo, forgetful and conservative has been found to cause people to walk more slowly afterwards (Bargh, Chen & Burrows, 1996). Sound like the stuff of voodoo? The prospect of being primed conjures dark images of consumers...