Ken Roberts opened the Forethought doors and solved the first client questions in July 1994. He has led Forethought to be lauded internationally and ranked as Australia’s most innovative insights-driven growth consultancy. An explorer of human behaviour in a consumption or brand context, Ken is a serial inventor and senior academic. His lifetime commitment to marketing was recognized when he was awarded Australia’s Certified Practicing Marketer of the Year.

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Advertising and Marketing Research

Starbucks, Hoping for Growth

Starbucks’ brand faces a dual challenge: nostalgia-driven marketing and declining reputation. Can its revival plan reconnect with core brand drivers?

June 13, 2025

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The Prompt

The Greatest Challenge Between Insight and Creative

Discover the future of advertising with GenAI revolutionizing the way ads are created. Embrace the momentum and explore the trajectory of this technol...

July 11, 2024

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Caution: GenAI will Deliver Bad Creative Faster

Explore how GenAI is set to replace creative writing and revolutionize the industry. Dive into the power of AI and its impact on process, inputs, and ...

June 13, 2024

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Gain & Retain®

Is Your Marketing LLM Fit for Purpose?

Discover GenAI, the large language model driving our proprietary AI algorithm. Embrace the future of marketing creativity and the advertising industry...

May 14, 2024

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First Impressions in CX are Almost EVERYTHING!

Explore the correlation between the beginning of the customer experience journey and overall satisfaction. Find out how to prevent negative impacts on...

April 25, 2024

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Gain & Retain®

Famous and Distinctive for What?

Gain insights into the significance of brand awareness and its measurement in marketing. Shape your brand's attributes strategically to drive category...

March 14, 2024

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Gain & Retain®

What’s Wrong With Your Brand Tracker

Discover the disconnect between brand tracker insights and in-market performance and the importance of accurately measuring brand success in volatile ...

February 8, 2024

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Gain & Retain®

The Gen AI Drizzle Becomes Torrential

Discover the future of marketing with Gen AI solutions that revolutionize marketing functions and enhance reasoning over instinct.

January 25, 2024

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Gain & Retain®

Trust Diagnostics Part Three: The full-blown crisis and the destruction of social license

Discover the evolving societal expectations of organizations and how they conduct themselves. How can breaching trust lead to loss of goodwill and bra...

January 11, 2024

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