Predicting the future: Primary research exploring the science of prediction

Jon Puleston, Hubertus Hofkirchner and Alexander Wheatley

This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research.

Predicting the future: Primary research exploring the science of prediction

Jon Puleston, Hubertus Hofkirchner and Alexander WheatleyGMI and Prediki

Introduction

This paper is an exploration of the science of prediction. It examines what we are good and bad at predicting and why; what influences our ability to make reliable predictions and what the differences arise in the data when we ask questions predictively. It provides advice on the best ways to ask predictive questions and the best techniques for conducting predictive research. It is based on the learnings from over 30 research on research experiments...

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