Month: April 2022

Before forecasting, it’s imperative to carry out “information amnesty”: work with the client to determine the core question of the forecast and, indeed, if the question being asked is the right one to ask in the first place.

Information Amnesties:

: Why the research is being undertaken (e.g. because the brand feels under threat from market competition, wants to unlock new opportunities or regularly investigates market changes to identify new trends with a view to keeping it future-faced – and works with external consultants to do so)

: The current level of knowledge each stakeholder has about the subject or question under consideration

: The reports, research, expert opinions, internal market data or external market analysis they have used to arrive at their current thinking

: The differences, if any, that exist between them vis-à-vis their views on the task in hand

: Internal biases or attitudes about external market shifts that need to be considered

: Expected outcomes and how they plan to use your research findings

Source: The Future Laboratory

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