NEWS

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.

RETURN TO NORMALITY? A Pulse on USA Consumer Normality Amongst the great preoccupation with how challenging things presently are, Forethought has launched a predictive indicator of when we might expect to see the green shoots of normality emerge. We are calling it the Normality Index. Forethought...

LESSON 10: Science in CEX Human-centred design is not a substitute for rigour   Often, under the banner of human-centred design, CEX practitioners and consultants reveal a loose grasp on basic sampling theory and offer tiny, convenience samples (a handful of consumers) to solve for customers’ “pain points.” Methods...

"Forethought helped us with the research and the evidence." Bendigo Bank has seen 4.9% customer growth in H1. Forethought was proud to provide support in the form of marketing advisory, insights, & analytics for Benigo Bank's brand & communications.

12 March 2020 Forethought appoints new CEO, boosting Australian and USA leadership. Marketing advisory, insights and analytics firm, Forethought has entered its 26th year by announcing the appointment of Diane Shelton as the Chief Executive Office of Forethought Australia. Founder, Ken Roberts, will step into the Executive Chairman...

LESSON 9: Rationing Centricity You have too many initiatives - consider rationing centricity Saying that you are dedicated to customer centricity sounds admirable right up to the moment that you realise just how insatiable customers are…and how expensive that is. No organisation should pursue the absolute position of...

LESSON 8: Brand Safety Consider the context in which communication is consumed   Beware of the consequences of a negative context surrounding your marketing communication. Emotion has no hard stop. How I am left feeling in the moment will affect how I process the next moment. This is true...

LESSON 7: Emotional Detonator Create a neural superhighway between choice and your brand The role that emotion plays in choice is as a behavioural “detonator.” Without emotion, we cannot decide. The relative importance of emotion in choice varies by category. So too does the discrete primary emotion...

LESSON 6: What, Not Where Optimise what you say and then worry about where you say it In the past decade, marketers have become more than a little obsessed with media. That is, where to say the message. The origin of this obsession largely relates to digital media. Even...

LESSON 5: Price Brand Manage your price reputation Brands do NOT need to reduce prices in order to be considered more price competitive. Consumers’ assessment of a brand’s price competitiveness is not wholly determined by the actual price, but also, by its reputation. Forethought refers to this distortion...