Carrie Johnson

SVP, Research

As SVP, Research, Carrie leads a global research organization responsible for creating powerful ideas and objective, courageous, and relevant content that helps Forrester’s clients win, serve, and retain customers.

Prior to this role, Carrie held various research positions in Forrester's research organization over the past 18 years, most recently as a Group Director for the eBusiness & Channel Strategy and B2B Marketing Roles. As an analyst before that, Carrie researched the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.


Carrie is a magna cum laude graduate of Bowdoin College.

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4244 results in Reports

    • For Security & Risk Professionals

      Report:Quick Take: Proofpoint Acquires Nexgate

      Acquisition Signals A Maturing Social Risk And Compliance Market, But Proofpoint Still Has 'Points To Prove'

      On October 23, 2014, Proofpoint announced that it had acquired social risk and compliance (SRC) vendor Nexgate for approximately $35 million. While smaller than other security or social media vendor...

      • Downloads: 73
    • For Customer Experience Professionals

      Report:Brief: Spotify Retunes Its User Experience

      What CX Pros Can Learn About Enriching Customer Experience From The Digital Music Service's Redesign

      Digital music service Spotify has been investing large sums in enhancing its customer experience, culminating with a major redesign across multiple platforms, including its iPhone app, on April 2,...

      • Downloads: 187
    • For CIO Professionals

      Report:Brief: The Industrial Internet May Not Need Its Own Cloud

      Industrial Giants Offer Cloud Solutions For Their Internet Of Important Things, Driving Better Customer Engagement

      The Internet of Things (IoT) combines data, connectivity, smart devices, and software. In manufacturing, leaders like General Electric (GE) describe new platforms optimized to the special...

      • Downloads: 203
    • For Customer Experience Professionals

      Report:The Data-Driven Design Revolution

      We have entered a new age — one in which the attitudes, rules, and behaviors that govern how firms use data are radically transforming. Highly agile startups and flat organizations are giving...

      • Downloads: 591
    • For eBusiness & Channel Strategy Professionals

      Report:Market Overview: Full-Service eCommerce Solutions

      Running an eCommerce operation in today's fast-paced, highly competitive marketplace is hard, and it just keeps getting harder. eBusinesses must execute many functional areas well — from demand...

      • Downloads: 613
    • For CIO Professionals

      Report:Brief: Understanding Spark's Real Place In The Hadoop Landscape

      What CIOs Need To Know About Spark And Its Role In Their Data Strategies

      For many CIOs, Hadoop appears almost synonymous with the broader theme of big data. More recently, Spark has begun to attract interest, partly as an alternative to Hadoop's initial dependence on...

      • Downloads: 197
    • For B2B Marketing Professionals

      Report:Measure These Five Things To Continuously Improve Revenue Performance

      Continuous Improvement: The Lead-To-Revenue Playbook

      The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process requires...

      • Downloads: 787
    • For Customer Experience Professionals

      Report:The Customer Experience Ecosystem Redefined

      Vision: The Customer Experience Ecosystem Playbook

      Customer experience (CX) competition is intensifying, and fundamental flaws in ambitious companies' CX ecosystems are thwarting their efforts to differentiate. To help customer experience...

      • Downloads: 1398
    • For Enterprise Architecture Professionals

      Report:TechRadar™: Integration Technologies, Q2 2015

      The Range Of Integration Technologies Is Diversifying

      Integration technologies are a middleware category of products to develop, maintain, and execute interfaces between applications and databases. The integration domain is a renewed hot topic for...

      • Downloads: 625
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: European Online Holiday Retail Sales Forecast, 2014

      European Online Holiday Sales Will Reach €35 Billion

      As Europe gears up for the most multidevice, multichannel holiday season ever, Forrester forecasts that online retail sales in Europe will generate €35 billion during the holiday months of...

      • Downloads: 85
    • For Application Development & Delivery Professionals

      Report:Are The Biggest Enterprise Software Vendors Now The Best Cloud Platform Bets?

      IBM, Microsoft, Oracle, And SAP As Cloud Platform Vendors

      Public cloud platforms are a foundation for applications that win, serve, and retain customers. The four largest enterprise software providers did relatively little to drive adoption of cloud...

      • Downloads: 587
    • For CIO Professionals

      Report:Market Overview: Public Cloud Infrastructure-As-A-Service (IaaS) In The European Market

      CIOs Benefit As Local Cloud Providers Position Themselves To Augment Hyperscale Leaders

      CIOs supporting their European operations with public cloud infrastructure see a market that appears healthy but fragmented. Hyperscale arrivals from the US mix with locally developed options and...

      • Downloads: 105
    • For Application Development & Delivery Professionals

      Report:Build Five-Star Mobile Apps

      Processes: The Mobile App Development Playbook

      There are millions of mobile apps out there, and they're all competing for the same consumers. Companies hoping to reach customers through the mobile channel need to ensure that their apps get high...

      • Downloads: 1730
    • For B2B Marketing Professionals

      Report:Automate Your End-To-End L2RM Process

      Tools And Technology: The Lead-To-Revenue Playbook

      Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating...

      • Downloads: 896
    • For B2C Marketing Professionals

      Report:Put Distribution At The Heart Of Content Marketing

      Marketers Need A Solid Distribution Strategy To Drive A Return On Content Investments

      Investment in branded content is rising sharply, but too many brand marketers fail to plan for the distribution and discovery of their content. The result? Significant content investments don't reach...

      • Downloads: 801
    • For Customer Experience Professionals

      Report:Washington Must Work Harder To Spur The Public's Interest In Digital Government

      Federal Agencies Are Spending Millions On Digital CX That Customers May Not Want

      Federal agencies will continue spending huge sums on digital customer experience (CX) for years to come. Their efforts have already given the American people more and better digital channels than...

      • Downloads: 115
    • For Application Development & Delivery Professionals

      Report:Brief: What App Store Models Mean For SaaS Sourcing And Governance

      How Software-As-A-Service Marketplaces Can Elevate Your SaaS Strategy And Reduce Shadow IT

      We repeatedly hear that software-as-a-service (SaaS) vendors are too numerous (and too small) for formal sourcing processes to apply in all cases. At the same time, the business-led, ungoverned model...

      • Downloads: 104
    • For CMO Professionals

      Report:CMOs: Own Mobile To Own Your Customers

      How To Organize For Mobile Success

      Mobile moments are the next battleground where you must win, serve, and retain your customers. As the ultimate owners of the brand and customer experiences, chief marketing officers (CMOs) must...

      • Downloads: 356
    • For Customer Insights Professionals

      Report:Marketing Tactics To Drive Your Lead-To-Revenue Strategy

      Strategy Toolkit: The Lead-To-Revenue Playbook

      This toolkit is a companion to "Develop Your Revenue Growth And Acceleration Strategy," the strategic plan report of the lead-to-revenue (L2R) playbook. In that report we introduced a strategic...

      • Downloads: 366
    • For eBusiness & Channel Strategy Professionals

      Report:New Online Shopping Traditions Emerge From The 2015 US Holiday Season

      A Technographics® 360 Report: Using Online Community And Social Listening Data

      With the 2015 holiday season safely behind us, eBusiness professionals can start to analyze US consumers' holiday season shopping behaviors. Due to the large sales volumes, consumers' high...

      • Downloads: 16
    • For eBusiness & Channel Strategy Professionals

      Report:Predictions 2015: Healthcare Retail Goes Live

      New Consumer Models Move To Scale

      The healthcare digital landscape will continue to mature in 2015 as insurers and providers build consumer-centric journeys that leverage best practices from retail industries. The main question...

      • Downloads: 449
    • For Application Development & Delivery Professionals

      Report:Should Your Web Content Management System Run In The Cloud?

      The Answer Should Be "Yes" More Often Than You'll Admit Today

      Web content management (WCM) systems are the cornerstone of digital experience platforms. But these tools have been slow to come to the cloud. Both vendors and end-user companies are to blame. WCM...

      • Downloads: 234
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Customer Analytics Solutions, Q1 2016

      The 11 Providers That Matter Most And How They Stack Up

      In our 33-criteria evaluation of customer analytics vendors, we identified the 11 most significant software providers in this category — Adobe, AgilOne, Alteryx, Angoss, FICO, IBM, Manthan, Pitney...

      • Downloads: 438
    • For B2C Marketing Professionals

      Report:Brief: The Local Marketing Opportunity

      Showcase Your National Brand Where It Matters Most

      Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...

      • Downloads: 200
    • For B2C Marketing Professionals

      Report:The Future Of Digital Media Buying

      Spurred by the adoption of digital technologies, media buying is changing dramatically. Using software to make data-driven buying decisions, marketing leaders are embracing programmatic buying to...

      • Downloads: 3315