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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: Research Overview: Corporate Values, Q2 2020

    June 2, 2020 Emily Collins, Sarah Dawson, Nick Monroe, Rick Parrish, Anjali Lai, Jim Nail

    Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own corporate values will grow faster and drive better business results. But there's no one-size-fits-all approach; to help CMOs forge their own path forward, this report ties together Forrester's current body of corporate values research.

  • For CMO Professionals

    REPORT: Dial Up Consumers' Emotional Energy To Drive Innovation Adoption

    Forrester's Consumer Energy Index In Singapore

    January 2, 2020Anjali Lai, Xiaofeng Wang

    Empowered consumers look unstoppable: They latch onto new experiences faster than innovators can generate them. Nearly half of online adults in Singapore are Progressive Pioneers, the most empowered group. CMOs know the pain of failing to win them over, despite their best marketing efforts. Forrester's Consumer Energy Index tracks the underlying forces that compel consumers toward or away from a brand experience. Learn what consumer energy is, how it shapes your customer relationships, and how to master it to draw in your customers.

  • For CMO Professionals

    REPORT: Make Meaning For Consumers And Employees To Drive More Success

    Unlock Customer Value By Understanding What Your Brand Means

    November 20, 2019Anjali Lai

    Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand can satisfy their deeper desires. Our analysis of multimodal data, executive interviews, and academic research reveals that values-based consumers and employees are striving to restore meaning to their lives. Use this report to understand how people make meaning, its commercial implications, and how to contribute to it.

  • For CMO Professionals

    REPORT: The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift

    November 8, 2019Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still growing. Greater device access and choice mean that functionality is now table stakes; consumers are increasingly responsive to the emotional effect of technology. Here, we apply years of data to trace how consumer perceptions of technology are evolving; track products' behavioral and emotional impact; and plot devices on the trajectories of adoption and intimacy today.

  • For CMO Professionals

    REPORT: Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    October 28, 2019 Keith Johnston, Shar VanBoskirk, Anjali Lai, Thomas Husson, Dipanjan Chatterjee, Jay Pattisall, James L. McQuivey, PhD, Samuel Stern, Nick Monroe

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has caused some of the world's biggest brands to wholly eliminate marketing's most coveted title. Although Forrester is not foretelling an end to the CMO role, we do see a stage set for a desperate fight for survival. Read our inaugural predictions to learn how CMOs must establish a span of control in the name of customer value before the purpose of the CMO and the title itself are dissolved.

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