Future and Simple is a leading-edge market research company based in Sydney, Australia.

About Future and Simple

Future and Simple was set up in 2003 by Steve Cook and Michael McGee. Both men had worked for many years in IT project management, and became involved in academic and Australian government-funded projects to develop software and processes around Stated Preference Discrete Choice Modelling in 2002.

Mike and Steve discovered the best way to bring DCM to new markets, as a packaged, accessible, applied science, was to: delegate the ‘dumb stuff’ to software, but not to attempt to write software to do the very clever stuff; apply principles of risk management and create a robust methodology; and focus on using rich internet media and film to conduct highly effective Information Conditioning studies on computer.

Since 2003, Future and Simple has been involved in about 100 Choice Research projects, some of which are described in the Case Studies section.