Forethought Research Paper

Published in the preeminent journal of Marketing Science, Forethought reveals the power in modelling the rational and implicit emotions driving choice, to build effective communications and lead the turnaround of one of Australia’s household brands.

Forethought congratulates colleagues for their great work driving the business transformation of Kmart. Alongside success at the MSI Practice Prize, this work has now been featured in the November edition of the A-Grade, Marketing Science journal.

The paper, which addresses the repositioning of Kmart Australia in 2011, shows how by modelling emotional as well as cognitive drivers and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share.

Kmart’s rapid turnaround was achieved via insight-driven creative, which leveraged the quantitatively verified drivers of market share in the category, demonstrating the power of data and analytics insight to the creative fraternity. The paper’s key contributions include:

• The incorporation of marketing science models of evaluation and purchase intentions

• A new methodology for emotions measurement

• And ultimately, an approach enabling marketing science to collaborate in the design of creative output, rather than mere testing of pre-existing content, thus optimizing advertising effectiveness at conception.
 

The Practice Prize Paper, titled Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia, can be read in the November edition of the A-Grade, Marketing Science journal. For more information on this paper, please visit: http://www.forethought.com.au/Think-Tank/Papers/White-Papers/incorporating-emotions-into-evaluation-and-choice-models

This content was originally published by Forethought . Visit their website at www.forethought.com.au.


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The following papers have been carefully selected by The ARF Board of Curators to be showcased at our conference. They represent the best of the best that the industry has to offer on audience measurement.

More details to be announced soon.

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Meredith Paige – SVP, User Experience, GfK

Best Measures of Attention
Magda Nenycz-Thiel – Professor, Ehrenberg-Bass Institute, University of South Australia
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg-Bass Institute, University of South Australia
Duane Varan, Ph.D. – CEO, MediaScience

Better TV Data for Better TV ROI, The CRE Study
Paul Donato – Research Director, Nielsen
David. F. Poltrack – CRO, CBS Corporation, President, CBS VISION
Jim Spaeth, Ph.D. – Partner, Sequent Partners
Alice Sylvester – Partner, Sequent Partners

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Olga Casabona – Senior Director, Client & Consumer Insights & Head, Turner Incite Research, Turner Broadcasting System
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Howard Shimmel – CRO, Turner Broadcasting System

Everybody Needs Good Neighbors: How Prior Ads Impact the Effectiveness
Michael Sankey – Principal Consultant, Forethought Research

Feed vs. Read: Impacts of Scroll Velocity in Mobile
AJ Mathew – VP, Research, Kargo

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Brian Handly – Co-Founder & CEO, Reveal Mobile
Asif Khan – Founder & President, Location Based Marketing Association
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Jeff Boehme – SVP, Television Research, comScore
Ed Gaffney – Managing Partner, Director, Implementation Research, GroupM
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Radha Subramanyam – President, Insights, Research & Data Analytics, iHeartMedia

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Matthew Martimo – VP, Business Developement, Citilabs
Kym Frank – President, Geopath

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Harry Brisson – Director, Nielsen

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Frank Findley – Executive Director & Chief Advisor, MMAP Center, MASB

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Jason Hartley – VP, US Search Practice Lead, 360i
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The Power of Long-Term Memory: Case Study in QSR Advertising
Thomas Palmer – President, Ameritest
Chuck Young – CEO, Ameritest
Steve Sands, Ph.D. – Chief Science Officer & Chairman, Sands Research

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Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
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Jonah Goodhart – CEO & Co-Founder, Moat
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Whitney Kemper – Senior Director, Analytics Products, Crossix Solutions

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