Predictive Insights Agency Future EQ Opens in Aus

In Australia, industry execs Elisa Adams and Stephen Prendergast have launched an insights agency called Future EQ, which combines behavioural science, AI and predictive modelling to quantify the drivers of business growth and market share.

Adams is the CEO of Sprout Research, which uses behavioural economics, neuroscience, artificial intelligence and social media listening. She previously held senior roles at Kantar TNS and Nielsen, while Prendergast spent the past sixteen years running his own data modelling agency, Prescience Research, having earlier worked for Kantar Millward Brown.

The new Brisbane and Melbourne-based firm uses predictive tools to link market share, share of wallet and profitability; while understanding the emotional motivations driving customer behaviour. Its BrandEQ solution measures the impact brand investment has on market share and sales, while PremiumEQ helps identify and quantify the performance areas that drive a brand to 'premium' status.

In a statement, Adams explained: 'This is something the market hasn't seen before. We've been ideating and iterating these methods with some of Australia's leading organisations for the last year. We are now able to predict the actual impact that different strategic initiatives have on company performance. This has provided the rigour and clarity for these businesses to prioritise strategic investment'.

Web site: www.futureeq.com.au .