Buyer Insights 2026

Buyer Insights reports translate large-scale buyer data into practical guidance you can use immediately. Based on Forrester’s latest Buyers’ Journey Survey, this research reflects how real buyers — across roles, industries, and regions — think, research, and decide.

Forrester clients rely on Buyer Insights to:

• See how buying decisions actually get made. Understand what buyers care about, what slows deals down, and what ultimately moves decisions forward.
• Adapt to AI-driven buying behavior. Learn how and when buyers are using AI during the decision process — and how that changes expectations at every stage.
• Tailor strategies to real buyer segments. Go beyond averages with insights by persona, industry, region, and company size so that experiences feel relevant, not generic.
• Engage buyers at the right moment. Map how buyers move from discovery to decision so you can guide engagement instead of reacting too late.

Forrester’s Buyer Insights research is designed not just to track changes in buyer behavior but to help teams apply those insights across GTM strategy, messaging, and engagement.

This research is built on one of the largest and most consistent buyer research programs in the market — enabling teams to move from insight to action with confidence.

What sets it apart:

• Scale you can trust: Insights powered by feedback from more than 17,500 global buyers each year.
• Consistency over time: A proven research methodology refined over more than a decade, ensuring rigor and comparability across buyer segments.
• Depth where it matters: Granular views by role, industry, region, technology category, and company size.
• Interactive exploration: Dynamic reports and an interactive data tool that lets you explore buyer behavior and uncover patterns relevant to your market.

Forrester’s B2B Buying Group Journey Map shows how different roles engage at each stage — from discovery through decision — helping teams understand who influences, decides, and validates purchases over time.

With 11 distinct reports and interactive exploration capabilities, the Buyer Insights series delivers the microsegmentation needed to drive impact with your prioritized audiences. Gain data and insights by:

• Geography: See global and regional “State Of Business Buying” benchmarks for North America, Europe, and Asia Pacific.
• Segment: Use interactive segmentation to see the most relevant insights by persona/function, industry, company size, region, and technology category.
• Behavior/Preference: Gain an in-depth analysis of emerging buyer expectations for genAI usage, genAI-powered offerings, and social media preferences, among others.

Need answers tailored to your market or growth priorities? Forrester Decisions clients can request custom data cuts to uncover patterns in business and technology purchasing behavior, including:

• Buying group composition
• Purchase drivers and stalls
• Vendor selection criteria
• The most impactful marketing channels and content
• The role of AI in the purchasing process

Insights can be tailored by:

• Firmographics such as industry, company size, or revenue
• Demographics including age, generation, or region
• Target personas based on seniority, role, or title

… and more.

Forrester’s Buyer Insights reports are designed for B2B leaders across marketing, sales, product, and strategy teams who need a clear, data‑backed view of how modern business and technology buyers research, evaluate, and make purchasing decisions.

The Buyer Insights series is updated annually, allowing teams to track how buying behavior and decision dynamics evolve year over year using a consistent research methodology.

Forrester Buyer Insights reports are based on a consistent, multiyear research program with a large global sample, enabling reliable comparison over time and across segments — rather than point‑in‑time snapshots.

Yes. The Buyer Insights series includes interactive reports and custom data cuts that allow you to explore buyer behavior by industry, region, role, persona, and company size.

Teams use Forrester Buyer Insights research to shape GTM strategy, refine messaging, align sales and marketing, prioritize investments, and validate decisions with buyer data.