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Latest Research

  • For B2C Marketing Professionals

    REPORT: Intelligent Agents Can't Answer Commercial Voice Searches

    Alexa, Siri, Google Assistant, And Cortana Fail Our Marketing Tests

    April 24, 2019 Collin Colburn, Arleen Chien

    The notion of voice search completely upending B2C marketers' current search marketing strategies is premature. To understand today's commercial opportunities for brands across Amazon Alexa, Apple's Siri, Google Assistant, and Microsoft's Cortana, Forrester asked each intelligent agent (IA) 180 questions that spanned six industries. B2C marketers can use this report to gauge the practicality of investing in voice search today.

  • For Customer Insights Professionals

    REPORT: Forrester Analytics: Smart Home Devices Forecast, 2018 To 2023 (US)

    ForecastView Document

    April 22, 2019 Meenakshi Tiwari, Frank E. Gillett, Satish Meena

    The smart home has moved past its early adoption stage, and we expect it to grow at a CAGR of 26.2% between 2018 and 2023. In this report, we share our outlook for the US smart home, including its drivers and inhibitors. Our forecast covers 12 main categories: smoke/carbon-monoxide detection systems, do-it-yourself home monitoring, professionally monitored home security systems, connected door locks, smart thermostats, smart bulbs and lighting, electricity monitoring, dependent care monitoring, pet monitoring, garden and lawn, connected speakers, and smart speakers.

  • For Application Development & Delivery Professionals

    REPORT: Audio: The State Of Extended Reality (XR) In 2019

    Listen To Forrester's Overview Of The Opportunities, Challenges, And Future Of Augmented, Virtual, And Mixed Reality

    April 19, 2019 Jeffrey S. Hammond, Julie A. Ask

    Recent updates in hardware and development tools make extended reality (XR) ready for primetime in the enterprise. Important use cases are to extend expertise, assist with complex sales, and train new employees. Smartphone-only services have good developer tools but limited immersiveness. Building for hands-free hardware is more complex given the fragmented ecosystem. In this audio series, Jeffrey Hammond and Julie Ask discuss the state of extended reality, including commercial opportunities, challenges, the developer environment, and what's coming next.

  • For Customer Experience Professionals

    REPORT: At A Glance: Master Digital Voice Experiences

    A Digital Voice Experience Series Report

    March 27, 2019 Jennifer Wise

    Digital voice interfaces are hot: New voice-activated devices are hitting the market, customers are buying them, and brands are rushing to create voice experiences for customers to use. Yet many of these voice experiences fail to meet customer expectations. This report is a one-page overview graphic for customer experience (CX) professionals that highlights the key themes, frameworks, and new approaches companies should take to master digital voice experience design. It also includes links to our more in-depth research reports in this series.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Join The Progressive Web App Movement

    Apple's On Board To Help You Build A Mobile Website That Combines The Frictionlessness Of The Web With The Experience Of An App

    February 12, 2019 Ted Schadler

    Now that Apple supports the progressive web app (PWA) standards that Google pioneered, it's time to join organizations like eBay, the Financial Times, Flipkart, Starbucks, and West Elm in the movement to build progressive web apps that combine the discoverability and reach of the web with the experience and engagement of an app. As a digital leader, it's your responsibility to spark a progressive web app movement at your firm to bring app-like experiences to your mobile web. This report shows you how.

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