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Forrester Debunks Myths Of Consumer Emotion
June 20, 2017

In new research released at CXNYC Forum this week, Forrester found that when customers have better experiences, their intentions to stay with a brand longer, buy more, and recommend that brand all increase. The link between CX and revenue is significant: Forrester found that the largest companies in some industries could earn hundreds of millions in incremental revenue with just a one-point increase in their Customer Experience Index (CX Index™) score.

Unfortunately, many brands make assumptions about consumers’ emotions that negatively impact their experiences. Can you guess which of the following statements are false?

  • Women are more emotional than men.
  • Younger consumers get more emotional about brands than older consumers.
  • Technology dilutes emotional experiences.
  • Easy (and automated) experiences generate loyalty.

The answer is all of them, and one of the reports released this week includes specific use cases from brands like Club Monaco and Hershey’s to prove these consumer generalizations wrong.

Click here for more information, and please contact us if you'd like a copy of this report.


About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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