Thinking
Whitepapers
Whitepaper
Future Consumer Value:
Why anticipating needs is the only sustainable path to growth
Whitepaper
Growth: Three Ways
Pt. 3 – Growth through Premiumisation
Whitepaper
Growth: Three Ways
Pt. 2 – How to grow through increasing Frequency
Whitepaper
Growth: Three Ways
Pt. 1 – How to grow through increasing Penetration
Whitepaper
How to Create a Winning Customer Strategy
Articles
- 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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