Forethought
Ken Roberts has held various roles throughout their career. Currently, they are a Councilor at the Advertising Research Foundation (ARF) since November 2021. Previously, they were the Founder and Executive Chairman of Forethought from January 2018. Prior to that, they served as the Founder and CEO of Forethought from June 1995 to January 2018. Additionally, they were an Associate Professor at Melbourne Business School from January 2003 to January 2007 and served on the Centre for Business Analytics Advisory Board at the same institution from September 2015.
Ken Roberts completed their Bachelor of Business degree, with a focus in Marketing, at Monash University from 1984 to 1987. Ken later pursued a Master of Business Administration (MBA) at Melbourne Business School from 1988 to 1991. In 2016, they were honored as a Distinguished Fellow by Monash University.
Forethought
Forethought is a Marketing Advisory, Strategy and Analytics company, focused on partnering clients to provide the market and customer evidence that drives business outcomes across Brand, Communications, Customer Experience and Offer Optimisation. Forethought is an international award-winning marketing science consultancy partnering with marketers and brands operating in B2B or B2C environments to help them grow market share and improve margin. To better understand consumer behaviour, Forethought pioneered modelling consumers’ implicit, discrete emotions versus their rational drivers of choice. This work has underpinned our clients have achieving significant outcomes, and this has been recognised with international awards. Using quantitative methods underpinned by world-leading advanced analytics and qualitative methods, Forethought gives marketers decision-making precision. Our customer insights, evidence, diagnostics and frameworks enables management to confidently impact their organisation’s ability to gain and retain customers via brand, communications, advertising and customer experience programs. We specialise in: • Brand • Advertising • Communications • Customer experience We provide insights, diagnostics and measurement for: • Strategy • Execution • Performance tracking Forethought offers exclusive access to the Prophecy® Customer Analytics including modelling, diagnostics, and simulators for impactful customer strategy: • Prophecy Thoughts & Feelings® = modelling rational vs implicit emotions driving choice for brand and advertising strategy and creative execution. • Prophecy ADvance = advertising testing with cost effective, rapid turnaround. • Prophecy Experiences = modelling and diagnostics for customer experience. • Prophecy Protect = modelling and diagnostics on drivers of defection. • Prophecy Tribes = machine-learning enhanced accuracy in segmentation.