Forethought is in the privileged position of often observing organisations responding to challenging situations. In some instances, the response is tactical but more often, it needs to be more fundamental and therefore, strategic. The strategic choices can be innumerable however, quality marketing insight narrows down those choices to just a few pathways. For every direction chosen, management must put aside other options, and this is where the real discipline arises.

A true strategic choice is about knowing both what to say no to and knowing what to put the organisation’s weight behind. The common theme amongst the most successful strategies is authentic leadership, brutal singularity and enduring tenacity.

Forethought adopts a consultative approach and works with clients to collaboratively understand the business challenge and identify the most appropriate methodology to bring conclusive, actionable solutions. Forethought simulators are used by clients for optimising the configuration of the customer experience and brand building strategy and calculating a return on investment.

SEGMENTATION

SEGMENTATION

One of the greatest challenges of an effective customer segmentation solution is to find the balance between actionable and identifiable variables, as well as a deep understanding of consumer needs, attitudes and motivations. Forethought builds balanced segmentation models that utilise a mix of data – including demographics, usage, behaviour, media consumption, attitudes, beliefs, future intentions and needs – to better inform your marketing strategies.

NEW PRODUCT DEVELOPMENT

NEW PRODUCT DEVELOPMENT

There is a suite of methodologies to understand new product performance in the market, namely Choice modelling, Concept Testing and pricing research. Investment in early product research can help uncover product needs, further opportunities to make the product more appealing and thus, increasing product success.

PRICING

PRICING

To understand what consumers are willing to pay for products, Forethought’s pricing research approach adopts direct pricing, asking consumers if they would purchase at specific price points (Gabor-Granger), or employ trade-off analysis like Choice Modelling. Selecting the right approach depends on the problem being solved.

MARKET SIZING

MARKET SIZING

A cost-effective approach is to simply ask consumers if they are considering or even interested in purchasing your product. At Forethought, we often complement Market Sizing with Choice Modelling and Pricing studies to provide an understanding of the demand of your product in a competitive market. It is crucial to understand your market size, as in who, how many and why consumers will use your product to uncover opportunities, assess attractiveness and marketing communication plans

Customer Experience

Brand

Communications

Marketing Strategy