Anjali   Lai

Anjali Lai

Senior Analyst Serving CMO Professionals

Anjali helps chief marketing officers navigate a market fueled by the ever-evolving consumer. Anjali synthesizes multimodal data and applies cutting-edge research techniques to distill the most important changes in consumer behavior and decision making. Her research defines what these consumer insights mean for the future of industries and brands; her frameworks guide executives to make strategic calls that win and retain consumers accordingly. 

Anjali partners with clients across industries — including retail, financial services, insurance, media, and travel — and across geographies, including North America, Europe, and Asia Pacific, to cultivate and drive customer obsession. 

Anjali is a frequent keynote speaker at Forrester Forums and industry conferences; her work has been cited in publications like The Economist, Forbes, Les Echos, and Marketing Week. 

Previous Work Experience

Anjali has been analyzing technology’s effect on consumers for nearly a decade on Forrester’s analytics team. In this role, she spearheaded Forrester’s data innovation initiatives, regularly published research about global consumer trends and market research strategies, and specialized in delivering insights to brand strategists and CMOs in the advertising industry. Prior to Forrester, Anjali was a marketing strategist in the fashion retail and nonprofit sectors.

Education

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

Anjali Lai

Senior Analyst Serving CMO Professionals

Anjali helps chief marketing officers navigate a market fueled by the ever-evolving consumer. Anjali synthesizes multimodal data and applies cutting-edge research techniques to distill the most important changes in consumer behavior and decision making. Her research defines what these consumer insights mean for the future of industries and brands; her frameworks guide executives to make strategic calls that win and retain consumers accordingly. 

Anjali partners with clients across industries — including retail, financial services, insurance, media, and travel — and across geographies, including North America, Europe, and Asia Pacific, to cultivate and drive customer obsession. 

Anjali is a frequent keynote speaker at Forrester Forums and industry conferences; her work has been cited in publications like The Economist, Forbes, Les Echos, and Marketing Week. 

Previous Work Experience

Anjali has been analyzing technology’s effect on consumers for nearly a decade on Forrester’s analytics team. In this role, she spearheaded Forrester’s data innovation initiatives, regularly published research about global consumer trends and market research strategies, and specialized in delivering insights to brand strategists and CMOs in the advertising industry. Prior to Forrester, Anjali was a marketing strategist in the fashion retail and nonprofit sectors.

Education

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

Anjali Lai's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Gillette's Close Shave

    A Consumer Energy Index Analysis

    January 22, 2019Anjali Lai

    Brands are jumping into the messy arena of polarizing issues with greater fervor, and Gillette just raised the stakes. Within 72 hours of launch, its "We Believe" TV spot shot past 13 million views on YouTube, attracting more than twice as many negative votes as positive ones. Now the brand faces a tidal wave of criticism from both men and women, liberal and conservative. Did Gillette make a huge mistake? Forrester's Consumer Energy Index indicates that Gillette's move is nearly a masterful emotional win — but only if it can back its campaign up. We reveal why.

  • For CMO Professionals

    REPORT: Facebook: The Myth Of The Monopoly

    A Consumer Energy Index Analysis

    January 18, 2019Anjali Lai

    2018 was a challenge for Facebook, Inc.: Between the Cambridge Analytica scandal in Q1 and a security bug in Q4, the headlines revealed that its largest partners had access to users' personal data for years. While its strategies and values were pummeled in the media and Congress, Facebook, Inc. made formal apologies and policy revisions. But has it emerged from 2018 unscathed or is the damage irreversible? Our Consumer Energy Index measures the shift in consumer energy around Facebook.com and reveals the forces that threaten the social network's future.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The New Mobile Mind Shift Index: Global

    Use The Mobile Mind Shift Index To Guide Your Local Strategy

    December 21, 2018Anjali Lai, Julie A. Ask, Thomas Husson

    In 2018, Forrester updated the Mobile Mind Shift Index (MMSI), a tool that enables digital business and marketing leaders to assess their customers' mobile intensity, expectations, and behaviors. The MMSI also helps brands understand what mobile services to build for whom. Finally, it helps digital leaders understand the role of mobile within their overall portfolio of digital experiences.

  • For B2C Marketing Professionals

    REPORT: The Psychology Of Points

    Landscape: The Customer Loyalty Playbook

    October 11, 2018 Emily Collins, Anjali Lai

    Brands across industries pump millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of empowered consumers? This report uses Forrester Analytics Consumer Technographics® 360 research to explain how consumers perceive loyalty programs and what B2C marketers need to do to improve their programs' ability to drive emotional loyalty.

  • For CMO Professionals

    REPORT: Nike Makes No Sacrifices

    A Consumer Energy Index Analysis

    September 21, 2018 James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes on fire, we used Forrester's Consumer Energy Index to measure how well Nike attuned itself to the sentiments of its key customers and how that will stimulate their perceptions and behavior in the future. This makes it clear that Nike did the right thing for its customers and its brand. CMOs: Read this report to learn how to appeal with the right energy to the right customers.

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