Using foresight research in strategic marketing planning

This paper demonstrates the usefulness of foresight research to measure attitudes as weak signals or indicators of the foreseeable future to inform and enrich the SWOT analysis within the Situation Analysis of the Strategic Marketing Plan, thus obtaining a sense of the future societal context for the marketing of an organisation’s products. A New Zealand attitudinal scenario survey is used as the foresight research example, augmented by conjoint analysis and structural equation modelling. This indicates a Labour Government promoted future macro societal context for organisational strategic marketing planning that is Triple Bottom Line orientated in terms of sustainable economic, social, and environmental development.