Gold David Ogilvy Award To Bendigo Bank & Forethought

We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the “Better Big Bank” campaign. A wonderful outcome!

Survey Finds Large Improvement in Victorians’ Sense of Normality

Latest research from our Normality Index finds that Victorians’ sense of ‘normality’ has leapt overnight with the easing of COVID19 restrictions.

A Very Covid Christmas

Forethought has been tracking the mind and mood of Australians as we navigate the challenges of the Covid-19 crisis. Our aim has been to support our clients to rethink and reframe their offer to meet the changing needs of consumers as we all deal with the stressors and opportunities that this most unusual moment in time has created. This is the Normality Index, which has now been fielded since 27 March 2020 compiling responses from over 14,000 Australians on what is important to them now, how they are feeling and how this impacts on behaviour.

What Colonel Nathan Jessup Could Teach Pollsters

Here we are four years later and again trying to understand how the results fell outside the pollsters’ margins for error (I am only referring to the well-regarded pollsters now). Here is what we do know: pollsters live their lives striving for achieving a representative sample.

Emotion – Not a Matter for Expert Judgement

It is common for marketers to characterise advertising as either 1) mainly emotional, brand building, top of the funnel or 2) rational, performance, bottom of the funnel...

Australian Normality Index – November 2020

Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 17 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our November pulse. Please note: Fieldwork for November was conducted prior to the South Australian outbreak and lockdown.

Insights: Game of Skill or Chance?

With some justification, not everyone is a fan of survey data. Periodically, a client or prospective client recites one of two quotes. The first quote is from the founder of Apple, Steve Jobs, who said “People don’t know what they want until you show it to them.

Two Faces Have I – One to Show, One to Hide

When it comes to marketers measuring emotions, in the last ten years there have been many false dawns. The origin of measuring emotions partly stems from Charles Darwin in his 1872 work, The Expressions of Emotions in Man and Animals. Darwin hypothesized that some basic emotions were universal regardless of ethnicity or culture.

U.S. Normality Index – January 2021

With COVID-19 cases and death counts rising as well as a newfound threat to civility – an assault to the nation’s democratic foundations – it comes as little surprise that American life moved further away from normal in January 2021.

Being Selectively Customer Centric – Rationing Centricity