Anjali Lai

Data Analyst serving Customer Insights PROFESSIONALS

As an analyst on Forrester's data insights team, Anjali's research focuses on consumer decision-making and behavioral trends and their implications for marketing, customer experience, and product development strategies. Anjali regularly publishes research reports that showcase Forrester's Technographics® 360 multimethodology approach. Additionally, Anjali leverages her expertise to synthesize multiple data sources, including social listening, community, survey, and behavioral data, to consult with clients on a broad variety of business challenges.

Anjali frequently delivers keynotes and main-stage speeches at industry conferences and Forrester Forums about consumer trends, insight application, and market research strategies.

Previous Work Experience

Prior to her current role, Anjali was a data advisor with Forrester's Consumer Technographics® product, consisting of data collection in North America, Europe, Asia Pacific, and Latin America and focusing on technology's effect on consumer trends and demands. In this capacity, she specialized in client service and data analysis by delivering customized quantitative insights to researchers, brand strategists, and CMOs across the advertising industry.


Anjali holds an M.S. in applied market research and a B.A. in English and communication from Boston University.

Anjali Lai's Research

  • For B2C Marketing Professionals

    Report: The Values-Based Consumer

    Consumer decision making is changing: Shoppers increasingly evaluate products and brands based on a company's ethics and values. Empowered customers, marked by their sophisticated digital behavi...

  • For B2C Marketing Professionals

    Report: Empowered Customers Demand Contextual Privacy

    Your consumers are ready for (if not demanding) innovation more than ever before — but they won't blindly embrace experiences at the expense of their data privacy. Instead, increasingly em...

  • For B2C Marketing Professionals

    Report: Industry Nuances In US Loyalty Program Engagement, Attitudes, And Expectations

    Loyalty programs are everywhere, and US online consumers belong to many of them. But not all rewards programs are considered equal in their minds. This report applies Forrester's Technographics ...

  • For B2C Marketing Professionals

    Report: Change Is Good, Even For Loyalty Programs

    When it comes to loyalty programs, change isn't always bad. After all, B2C marketers must modify their program benefits and engagement mechanisms to keep empowered customers interested and parti...

  • For B2C Marketing Professionals

    Report: What Millennials Need From Your Loyalty Program

    Millennials are notoriously hard to retain; they tend to value intangible experiences over product acquisition more than any other generation. In a world where loyalty programs are table stakes ...

  • For CMO Professionals

    Report: The Rise Of The Empowered Customer

    Empowered consumers fuel the age of the customer — you've likely heard this repeatedly. They now have more choices, richer resources, and higher demands than in the past. But this is more than j...

  • For Customer Experience Professionals

    Report: What Do Excellent Emotional Customer Experiences Look Like?

    Human emotions are complex, and creating experiences that appeal to those emotions can seem like an esoteric, abstract task. However, the leaders in Forrester's Customer Experience Index so effe...

  • For Customer Experience Professionals

    Report: Brief: Managing The Emotional Impact Of Your Customer's Experience

    Forrester's Australia Customer Experience Index (CX Index™) research clearly demonstrates that emotions are the most important factor shaping customers' perceptions of their experiences with a b...

  • For B2C Marketing Professionals

    Report: Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

    Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the...

  • For Customer Insights Professionals

    Report: Evolving Consumer Attitudes On Privacy

    The tide of privacy is turning. For the past decade, brands have become increasingly dependent on the collection, analysis, and use of consumer data. With many consumer services now subsidized b...

View all of Anjali Lai's Research

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