Forecasts vs. predictions: semantics or differentiation?

I look closely at ICT industry research marketing tactics. Sometimes, I’m not sure how to react to what I see. For instance, one ICT research company says it offers superior content because it produces “forecasts,” not “predictions.” The clear implication is that its competitors issue hollow predictions pretty much plucked out of thin air.

I’m not sure what to think about that claim or the research organization using it.

The only way this claim works is if the audience knows of a competitive research company producing nothing but predictions. Hmmm. What firms produce no analysis, no scenarios, no what-ifs, no range of possible outcomes — nothing but predictions? And how do you spot them? By their one-line research reports and one-sentence webcasts?

Research buyers don’t want to watch you split hairs between forecasts and predictions. They want compelling marketing materials. They want to see proof points about the quality of your research — expertise, methods, accuracy, objectivity, consistency. Increasingly, they also want some insight into your business culture and values.

The days of getting away with obscure, unsubstantiated marketing claims are drawing to a close. That’s not a forecast or a prediction… merely an observation.