Forrester

For CMO Professionals

Report:The Fight To Control The TV Becomes A Platform War

The fight to control the TV is a battle for the more than 114 million TV households that, until now, have been under the quiet control of cable and satellite providers and the broadcast and cable...

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For Marketing Leadership Professionals

Report:Segmenting Customers By Technology Preference

Making Technographics® Segmentation Work

Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that influence...

• Downloads: 754
• Comments: 2
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For CMO Professionals

Report:The Disruptor's Handbook

How To Innovate Your Products Before Someone Else Does

Digital disruption is about to tear down and rebuild every product in every industry. Thanks to digital platforms, your customers live in a world of heightened expectations and abundant options; they...

• Downloads: 1197
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For CMO Professionals

Report:What Netflix Should Do Next

And Why All Product Strategists Should Care

Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, we...

• Downloads: 509
• Comments: 1
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For CMO Professionals

Report:Innovating The Adjacent Possible

How To Generate The Next Big Product Idea That Will Transform Your Industry

Most product strategists proceed in an entirely reasonable fashion: They set proximate goals and move toward them in a linear mode, tweaking a product or service to fulfill the well-understood goals...

• Downloads: 836

For CMO Professionals

Report:The Digital Media Product Innovation Imperative

Identifying Organizational Priorities For Creating New Digital Media Experiences

The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated, many...

• Downloads: 909

For CMO Professionals

Report:Online Video On TV Leads To Cord-Cutting By 2012

A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so...

• Downloads: 1340
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For CMO Professionals

Report:People Pay For Content; They Just Don't Own It

Why Control Of Digital Subscriptions Is The New Media Battleground

Contrary to the assertions of popular writers or influential hand-wringers, people still pay for content, spending an average of $81 per month to get their favorite media products. But how they pay...

• Downloads: 845

For CMO Professionals

Report:The Three Most Important Consumer Products Of 2010

Lessons You Should Learn From The Leaders Of The Past Year

The past year has been an unusual one for the consumer tech industry. In an era when the staples of the industry — the TV set and the PC — were relatively mature and incapable of...

• Downloads: 599

For CMO Professionals

Report:Build A Digital Relationship With Your Customer

Why The Most Solid Thing In Your Product Strategy Is Virtual

All consumer product strategists should sit up and take notice: There's a critical lesson to learn from the most recent changes in the media industry. While most in the business have obsessed over...

• Downloads: 967
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For CMO Professionals

Report:eBook Buying Is About To Spiral Upward

US eBook Forecast, 2010 To 2015

Since Amazon.com introduced the Kindle eReader in 2007, all of the industry's attention has focused on the rapid adoption and proliferation of eReaders. However, the success of the devices has been...

• Downloads: 1089

For CMO Professionals

Report:How To Prepare For The Era Of Experience

Why Companies Must Adopt A Total Product Experience Approach

New consumer product interface technologies will land in homes late in 2010 that will forever change the way humans and machines interact. Implementing such tools as facial recognition, voice...

• Downloads: 1111

For CMO Professionals

Report:How To Make Connected TVs The Future Of TV

US Connected TV Forecast, 2010 To 2015

Connected TVs are all the rage. Every TV maker features connectivity in the top half of their lineup, and major retailers have committed to only sell connected TVs by as soon as 2011. Despite this...

• Downloads: 1383

For CMO Professionals

Report:3D TV Fails To Inspire Consumers In 2010

Most People Are Happy To Wait To Upgrade To 3D TV

At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box...

• Downloads: 503

For CMO Professionals

Report:How eReaders Will Fare In A Tablet PC World

US eReader Forecast, 2010 To 2015

eReaders face a formidable challenge from the rise of tablet PCs. The iPad is already desired by more people than any single eReader, something we expect to only increase with time. However, with...

• Downloads: 978

For CMO Professionals

Report:Why Google TV Is Bigger Than You Think

How TV Will Finally Become Interactive, At Scale

Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and Google...

• Downloads: 1515

For CMO Professionals

Report:Mapping Product Features To Consumer Needs

How To Conduct A Needs-Based Product Feature Assessment

Advances in technology combined with market efficiencies are making it possible — even necessary — for products to include feature upon feature to stand out from the pack or attract savvy...

• Downloads: 680

For CMO Professionals

Report:Casual Video Piracy Kept At Bay For Now

Video Strategists Can Forestall Casual Piracy With Convenience

Online video piracy is still a minority behavior. Just 7% of US online adults regularly engage in peer-to-peer (P2P) file sharing, and less than half of them use it for video files. Meanwhile, casual...

• Downloads: 192

For CMO Professionals

Report:What People Really Need

Building A Needs-Based Product Strategy

Business and technology innovation has brought us to a point where companies must stop employing internal or industry excuses and finally give consumers what they really need. However, this lofty...

• Downloads: 939

For CMO Professionals

Report:How To Sell Digital Movies

Why Digital Rights Lockers Can Work And Who To Sell Them To

Digital rights lockers — the ability for consumers to pay once for a movie and have access to that movie on any platform of their choosing, whether mobile, PC, or on the TV screen — are...

• Downloads: 563
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For Marketing Leadership Professionals

Report:The Psychology Of Early Adopters

Three Concepts From Academic Psychology Can Help Sell Newer Products

Understanding how and why consumers experience the drive to adopt new products can help consumer product strategists trying to sell newer products. Concepts from academic psychology can be wedded to...

• Downloads: 666

For CMO Professionals

Report:US DVR Forecast, 2009 To 2014

The DVR Pairs Up With Online Video To Shape The Future

The digital video recorder (DVR) was once considered a terrible disruptor in the TV and video business: It was going to bring an end to everything the industry holds dear. Now that it's firmly...

• Downloads: 550

For CMO Professionals

Report:How To Rebuild The Media Industries

What Everything Will Look Like After Recovering From The Media Meltdown

We have proclaimed the death of the music industry, the decline of print journalism, and the radical overhaul of the TV and movie business. And while each industry is being remade in its own unique...

• Downloads: 1288

For CMO Professionals

Report:US HDTV Forecast, 2009 To 2014

Multi-HDTV Owners Become The Default Buyers

The nature of the high-definition TV (HDTV) buyer is changing — from first-time buyers purchasing their first HDTV to second- and even third-time buyers. By 2014, the HDTV will be in 71% of US...

• Downloads: 562

For CMO Professionals

Report:Five Things We Want From Social TV

Why And How Social Networking Will Take Over The Living Room TV

Thanks to Verizon, the first meaningful Facebook widget in the US has come to the TV. Some question whether the active Social Computing experience has any place in the so-called "lean back" living...

• Downloads: 761
• Comments: 1