PLANNED RESEARCH

Below are upcoming Forrester reports and surveys. Please note that this list does not include Quick Takes, which are driven by market events and/or client Inquiries. Dates, titles, authors, and topics of our planned research are subject to change at any time.


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    • Tracy Stokes

      • Report:

        Trust Not Buzz Builds A TRUE Brand Compass
        June 2013

        Forrester’s research shows that consumers demand more from brands in the 21st Century.  Marketers now have a steeper hill to climb to earn consumers’ brand preference, referral and a willingness to pay a premium price.  This is the first in a series of reports that analyses Forrester’s new Consumer Technographics® brand compass data to reveal consumers expectations of brands by category.  This report will show what makes a consumer packaged goods (CPG) personal care and food and beverage categories a strong TRUE brand, one that is Trusted, Remarkable, Unmistakable and Essential.  And that Chief Marketing Officers (CMOs) must begin their quest for mindshare and market share by earning consumers’ trust not driving buzz.

      • Report:

        A Brand Compass Analysis For Food And Beverage
        August 2013

        This report will use Forrester’s Technographics TRUE Brand Compass to help CMOs discover the landscape for their brand building journey. By using brands from the food and beverage industry, this report examines the attributes that drive a TRUE brand - one that is trusted, remarkable, unmistakable and essential, which in turn will secure brand preference, referral and premium pricing.

    • Tracy Stokes, Roxana Strohmenger, Chelsea Hammond

      • Report:

        Navigate The Brand Journey With The TRUE Brand Compass
        July 2013

        Empowered consumers today have access to more information on brands than ever before and as a result they demand more of  these brands. But Chief Marketing Officers (CMOs) are challenged to understand where they should focus their efforts to secure ever-elusive brand loyalty. This report introduces Forrester’s Technographics TRUE Brand Compass to help CMOs discover the landscape for their brand building journey.  It examines the attributes that drive a TRUE brand - one that is  trusted, remarkable, unmistakable and essential, which in turn will secure brand preference, referral and premium pricing.  

     
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