Thinking

Whitepapers

Whitepaper

Growth: Three Ways
Part 3 – Premiumisation

Whitepaper

Growth: Three Ways
Part 2 – Frequency

Whitepaper

Growth: Three Ways
Part 1 – Penetration

Whitepaper

How to Create a Winning Customer Strategy

Articles

  • Article

Too Much Information, Not Enough Insight?

The rapid recent rise in online tools gives us information more quickly than ever before. So why then are we seeing more clients suffering from information-overload - more and more data with fewer and fewer insights?
  • Article

Is There Still Demand for Demand Spaces?

Used correctly, Demand Spaces can be an incredibly effective tool. In this post, we’ll discuss what they are, how they are frequently misapplied, and how we might use them in the future. 
  • Article

Fewer, Bigger, Better. Why a Strategy is Your Best Tactic

Covid-19 accelerated changes in consumer behaviour; businesses have had to deal with all of this against a backdrop of fewer resources and significant cost pressures. How well they bounceback will depend on how well they can focus on a clear strategy.
  • Article

How to Create a Customer Strategy in 8 Steps

Extracted from our whitepaper How to Create a Winning Customer Strategy, and brought to life with instructional how-to videos and examples from the world’s most famous brands, this blog sets out the 8 simple steps.
  • Article

The Big Framework For Growth

The Forge's proprietary model, The Big Framework for Growth, is used to map changes occurring in your category. It helps you to understand where the opportunities are but also flags the risks and dangers to your business. Find out how to create and deploy one in your organisation here.
  • Article

Divided by a Common Language. Why Fat Words Create Risk

When a business is working to multiple expressions of the same word it creates confusion, a lack of efficiency or a loss of effectiveness. We need to break down these broad concepts into meaningful expressions, before then going on to understand which ones are most relevant to us and to our consumers.
  • Article

Half the Time. Half the Cost. Twice the Impact?

The proliferation of new insight tools has prompted massive changes to the research industry and to how organisations harness the power of insight. This plethora of tools has, understandably, led to an assumption that you can get more for less; you can spend half the time and half the money but get to answers that deliver twice the impact. Half the time? Definitely. Half the cost? Almost certainly. Twice the impact? Hmmm…
  • Article

How and Why You Should be Thinking About Naturals

In the last 2 years we’ve barely worked on a project in retail or FMCG where the ‘naturals’ conversation wasn’t relevant. Even if you feel like your brand is far removed from this conversation currently, there are elements of ‘naturals’ narratives that you can leverage without feeling like you are creating dissonance in your brand story.
  • Article

Demand Spaces – Blunt or Broken?

Demand Spaces are a useful tool to help understand a category and provide clarity on opportunity areas. So why are we working with so many clients who are finding that their Demand Space models are simply not helping in achieving their growth ambitions?
  • Article

The Power of Raw Debriefs

How do you get information into a business in a way that makes sense, makes people think differently and gives them the confidence to make better decisions as a result? Answer: a sheet of Perspex.

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