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David   Truog

David Truog

VP, Research Director Serving Customer Experience Professionals

David’s research focuses on customer experience (CX), particularly experience design (XD). What should companies do to understand in depth people’s needs, motivations, and perceptions of their interactions with the organization’s brands, products, services, and systems? And how should they design experiences to make them radically easier, more effective, and more emotionally resonant? David leads Forrester’s team of analysts focused on these two essential CX competencies: research and design.

Previous Work Experience

David has held a variety of roles in his more than 10 years at Forrester. As an analyst, he primarily covered the design and development of websites and software. He then led a team of eight in creating a new product that became Forrester’s fastest growing in its first year. He later became a research director for the interactive marketing research team and then led research quality and operations, a team of 60. In 2016, David returned as a research director to Forrester’s CX research team, on which he had started as an analyst.

He began his career as a front-end software developer and UX designer. In addition to eight years at software companies, David also worked for nine years as a director and producer of short films throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and composed music, creating 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a BA with honors in cognitive science from Amherst College, where he focused on cognitive psychology, philosophy of mind, and artificial intelligence and wrote an thesis that predicted the ascent of neural networks (deep learning algorithms) two decades before they displaced traditional approaches to artificial intelligence. He also holds an MA in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires and discovered his passion for software development and UX design.

David Truog

VP, Research Director Serving Customer Experience Professionals

David’s research focuses on customer experience (CX), particularly experience design (XD). What should companies do to understand in depth people’s needs, motivations, and perceptions of their interactions with the organization’s brands, products, services, and systems? And how should they design experiences to make them radically easier, more effective, and more emotionally resonant? David leads Forrester’s team of analysts focused on these two essential CX competencies: research and design.

Previous Work Experience

David has held a variety of roles in his more than 10 years at Forrester. As an analyst, he primarily covered the design and development of websites and software. He then led a team of eight in creating a new product that became Forrester’s fastest growing in its first year. He later became a research director for the interactive marketing research team and then led research quality and operations, a team of 60. In 2016, David returned as a research director to Forrester’s CX research team, on which he had started as an analyst.

He began his career as a front-end software developer and UX designer. In addition to eight years at software companies, David also worked for nine years as a director and producer of short films throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and composed music, creating 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a BA with honors in cognitive science from Amherst College, where he focused on cognitive psychology, philosophy of mind, and artificial intelligence and wrote an thesis that predicted the ascent of neural networks (deep learning algorithms) two decades before they displaced traditional approaches to artificial intelligence. He also holds an MA in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires and discovered his passion for software development and UX design.

David Truog's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Forrester's Top Customer Experience Research Findings Of 2019

    February 21, 2020 Rick Parrish, Gina Bhawalkar, Angelina Gennis, Andrew Hogan, David Truog

    Forrester's customer experience (CX) research team published more than 100 reports in 2019. In this review, we pull our most important CX findings — across a range of topics — out of those reports and highlight them in one place. We also provide links to the original reports for CX professionals who want to dive more deeply into topics of interest.

  • For Customer Experience Professionals

    REPORT: Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

    A Design Revolution Series Report

    October 17, 2019David Truog, Kelly Price, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Joana de Quintanilha, Jennifer Wise

    Many companies mistakenly believe that effective design is driven by instinct, not research, or that research is a "nice to have" that's too time-consuming. But instinctive design relies on assumptions that are risky at best and misleading and profit-destroying at worst. This report for experience design (XD) professionals and their colleagues explains why in terms they can use to communicate to their executives to dispel these misunderstandings. It also provides a guide to Forrester's reports on the subject and will help you make the most of design's revolutionary potential.

  • For Customer Experience Professionals

    REPORT: Why And How To Iterate: Deliver Value And Quality To Reveal And Meet User Needs

    A Design Revolution Series Report

    October 17, 2019David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Kelly Price, Joana de Quintanilha, Jennifer Wise

    Iterating is key to designing well. And design often must mesh with Agile, in which iterating is also key. Why do design and Agile both use iteration? Because iterating produces insight into what customers need — based on how they respond. But firms often misinterpret iteration as being about shipping sooner. It's not. This report for experience design (XD) professionals and their colleagues explains why in terms they can use to communicate to their executives to dispel these misunderstandings. It will help your firm make the most of design's revolutionary potential.

  • For Customer Experience Professionals

    REPORT: Who Should Design: Blend Democratization, Expertise, And Representativeness

    A Design Revolution Series Report

    October 17, 2019David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Joana de Quintanilha, Jennifer Wise

    Some companies believe design success is a matter of training employees in design thinking. Others entrust designing only to professional designers. Both approaches are wrong. Firms need both design democratization and designers' expertise. They should also prevent groupthink and stimulate innovation by building design teams that are representative of their target audience. This report for experience design (XD) professionals and their colleagues explains why and how in terms they can use to communicate to their execs to dispel these misunderstandings.

  • For Customer Experience Professionals

    REPORT: Deep Design: Designing Well Combines Art And Science

    A Design Revolution Series Report

    October 17, 2019David Truog, Gina Bhawalkar, Karine Cardona-Smits, Andrew Hogan, Joana de Quintanilha, Jennifer Wise

    Many companies treat design as if it were only about look and feel and see it as a discipline suited primarily to people with artistic inclinations — a risky mistake. This report for experience design (XD) professionals and their colleagues explains what design really is in terms they can use to communicate to their executives to dispel these misunderstandings.

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