METHODS

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.

Consumer watchdog finds against brand for misleading marketing practice: A lesson for applying behavioural economics Remember behavioural economics? It was the marriage of psychology and economics that enjoyed a burst of popularity a decade ago and has never really gained any further traction. Sometimes, with rather disastrous...

If you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election. Time for advertising Hibernation The May 18 Australian Federal election...

Snippets from Forethought on contemporary topics in marketing research. #Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes. Click on a Foretoon to comment or share. Foretoon 13 The North Star is the superordinate brand promise which should...

EMOTIONS IN ADVERTISING: Recently, we found it worrisome to learn that more than a third of global Fortune 500 companies are using facial coding for ad pre-testing and some (e.g. Unilever and Mars) have made it a mandatory for copy-testing. Brands want to understand emotion...

THE EROSION OF TRUST: Surely THE HOTTEST topic in 2017 has been brands’ erosion of Consumer Trust. Forethought has investigated Trust - considering the consequences to organisations of breaching or failing to achieve Trust – and how this impacts on the drivers of choice or purchase...

Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate...

The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and...

For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, Ken shares...

The evolution of present day brand measurement can be traced back to the theories set out in the popular 1991 text by David Aaker, Managing Brand Equity. He went on to contend that metrics such as sales that were competing with his proposed measure ‘tend...