News and Events

“Forethought and its methodology, Prophecy, has been announced as one of four finalists for the globally prestigious INFORMS Society for Marketing Science (ISMS) and the Marketing Science Institute’s (MSI) Practice Prize.

The award was announced at Massachusetts Institute of Technology (MIT) in January 2010. The finalists’ submissions were diverse and impressive, with the judges acknowledging that it was the best group of entries ever received. I am pleased to report that the Forethought submission, based on research conducted for Jetstar, earned second place amongst the finalists.

The submission was developed in collaboration with leading marketing academics Professor John Roberts (Australian National University and London Business School) and Professor Peter Danaher (Melbourne Business School), along with my Forethought colleague Alan Simpson.

Whilst we would have preferred to win, I am pleased our work has been recognised by eminent leaders from marketing science academia and practice.

What does this Award mean for Forethought and our Clients?

To rank so highly in this field is evidence that the Prophecy methodology and the solutions and strategies that it drives for our clients are frame-breaking, with powerful commercial applications.

It’s terrific to now have validation from the industry’s most influential minds that we are cutting the “right” edge.

Thanks

My thanks to Professor John Roberts and Professor Peter Danaher; to Alan Simpson (a current PhD student); and to David May, Head of Marketing & PR, and Mary-Lou Cann, Head of Customer Service, at Jetstar for their generous assistance.

Also, my congratulations to all the young minds at Forethought who have shared or challenged the thinking that has contributed to this success.”

Ken Roberts, Managing Partner, Forethought Research and Department of Marketing Advisory Board Member