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:

This content was originally published by Forethought . Visit their website at

Winning Papers

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.

Advertising Silo-Smashers: Bridging the Gap Between TV & Digital
Sandy Padula – SVP, Research, TBS & TNT, Turner Broadcasting System
Ryan King – Director, Research, Samba TV

Alexa, How Disruptive Are You?
David Tice – SVP, Media & Entertainment, GfK
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

Cross-Platform Audiences Need Cross-Platform Measurement
Dan Chapsky – Data Scientist, Facebook

Digital Optimization: Strategies for Success
Bhanu Bhardwaj – SVP & Principal, IRI Media Center of Excellence, IRI
Beth Bubon – Analytics Director, PepsiCo North America Nutrition Group

Drive Growth with Media Parity
Bhanu Bhardwaj – SVP & Principal, IRI Media Center of Excellence, IRI
Olga Casabona – Senior Director, Client & Consumer Insights & Head, Turner Incite Research, Turner Broadcasting System
Joy Joseph – Principal & Practice Leader, IRI Strategic Analytics, IRI
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

Forecasting Television Audience Ratings with Real-time Prediction
Andrew Cheng – Business Development Director, CSM Media Research

Home Sweet Digital Home
Mike Rich – VP, Emerging Products, comScore

How to Target Persuadables for Massive ROI
Joel Rubinson – President, Rubinson Partners, Inc.
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions
Rick Bruner – VP Research & Analytics, Viant

Is Social Media a Proxy for all Brand Conversations?
Ed Keller – CEO, Engagement Labs
Don Diforio – Director, Brand & Advertising Research, T-Mobile

Location Data: A Must-Have for Marketers in 2017
Brian Handly – Co-Founder & CEO, Reveal Mobile
Asif Khan – Founder & President, Location Based Marketing Association
Thomas Walle – Co-Founder & CEO, Unacast

Measuring Brand Value Across Platforms
Jeff Boehme – SVP, Television Research, comScore
Ed Gaffney – Managing Partner, Director, Implementation Research, GroupM
Andrea Remoundos – Director, comScore

Media, Music, Radio & the LGBTQ Community
Hetal Patel – Director, Corporate Analytics & Insights, iHeartMedia
Radha Subramanyam – President, Insights, Research & Data Analytics, iHeartMedia

Operation MORE
Ryan Kinskey – Director, Business Development, Airsage
Matthew Martimo – VP, Business Developement, Citilabs
Kym Frank – President, Geopath

Order Out of Chaos – Advanced Audiences for TV
Peter Doe – CRO, clypd

Return on Immersion: Best Practices for 360 Video
Harry Brisson – Director, Nielsen

Show Me the Data…Please: A Data Scientist’s Quest to Optimize Facebook
Newcombe Clark – Global Director, Rapid Learning Lab, AIG
Steven Meester – Global Head, Direct & Digital Marketing Models & Optimization, AIG

Television’s Brand Building Power – From GRPs to PRP’s
Frank Findley – Executive Director & Chief Advisor, MMAP Center, MASB

The Marketing Impact Score
Fiona Blades – President & Chief Experience Officer – MESH Experience

The New Frontier of Consumer Data: Combining Search and Social
Jason Hartley – VP, US Search Practice Lead, 360i
Kate Paulin – SVP, Insights & Planning, 360i

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

To Tweet or Not to Tweet?
Sean Casey – President, Nielsen Social, Nielsen
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
Thomas Ciszek – Media Entertainment Research, Twitter

Validating Programmatic Audiences
Allison Neet – Research Director, DailyMail
Chris Kelly – CEO, Survata

Viewability Influences In-Market Sales: See How Much!
Jonah Goodhart – CEO & Co-Founder, Moat
Andrew Feigenson – Chief Revenue Officer, Nielsen Catalina Solutions

Who Are You Really Reaching with Your Digital Campaign?
Whitney Kemper – Senior Director, Analytics Products, Crossix Solutions


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