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: Breakthrough Or Bust: A Formula For Consumer Readiness

    Introducing Forrester's Consumer Energy Index

    April 11, 2019Anjali Lai

    Empowered consumers look like an unstoppable force: They latch onto new experiences faster than innovators can generate them. CMOs know the pain of failing to win their attention, lead them to action, and lock in retention, despite their best marketing efforts. The causes of this failure seem indiscernible, but 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 B2C Marketing Professionals

    REPORT: Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust

    April 2, 2019 Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their own direct strategies. But without understanding why consumers are trying these new brands, traditional brands' efforts are doomed. New Forrester research reveals momentous changes in consumers' purchase drivers. Marketers fighting challenger competition should read this report to ensure they build a strategy that meets evolving consumers' demand.

  • 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.

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Webinar: Changing Expectations Fuel Direct-To-Consumer Disruption

Date: April 25, 2019
Time: 11:00 AM-12:00 PM Eastern Standard Time
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