Prediction and planning in an uncertain world: How insight and research can help organisations connect with the future

Advises on decision making and planning and suggests that any attempts to future proof a business will fail if the right evidence to guide the strategy is not used.
  • The topic of forecasting, trendspotting, or future-proofing has been exacerbated by two recent general elections, Brexit and an unprecedented number of terror attacks and the political and social responses.
  • Data shows that today, innovation requires larger teams, with more education and training and a bigger capital investment.
  • The best way to map out future scenarios is to adopt a wide range of eclectic sources, as the robustness of the planning was largely influenced by the diversity of people that were brought into the process.
  • The richness of a business's future proofing will be in direct correlation to...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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