Michelle   Beeson

Michelle Beeson

Analyst Serving eBusiness & Channel Strategy Professionals

Michelle serves eBusiness & Channel Strategy Professionals and is based in Forrester’s UK office. Her research covers digital commerce and how changing consumer behavior and technology affect the way that organizations engage with customers. She has an additional lens on European retail. Her current research themes include digital business transformation, omnichannel commerce, as well as digital trends and forecasting. Her research also analyzes direct-to-consumer strategies for brands and manufacturers.

Previous Work Experience

Michelle first joined Forrester in 2011 as a part of the consulting team aligned with the eBusiness & Channel Strategy team. In this role, she was involved in a number of digital strategy projects across industries, including retail.

Prior to joining Forrester, Michelle was a senior research executive at Synovate UK, a market research agency acquired by Ipsos Mori. There, Michelle was involved in developing and delivering quantitative and qualitative primary research studies into customer attitudes and behavior for clients across industries, including retail, consumer services, and financial services. Prior to her role at Synovate, Michelle worked in academic research at the Family Research Centre and the Autism Research Centre (ARC) at the University of Cambridge.

Education

Michelle holds a degree in social and political sciences (M.A., Cantab.) from the University of Cambridge and holds an MRS Advanced Certificate in market and social research practice.

Michelle Beeson

Analyst Serving eBusiness & Channel Strategy Professionals

Michelle serves eBusiness & Channel Strategy Professionals and is based in Forrester’s UK office. Her research covers digital commerce and how changing consumer behavior and technology affect the way that organizations engage with customers. She has an additional lens on European retail. Her current research themes include digital business transformation, omnichannel commerce, as well as digital trends and forecasting. Her research also analyzes direct-to-consumer strategies for brands and manufacturers.

Previous Work Experience

Michelle first joined Forrester in 2011 as a part of the consulting team aligned with the eBusiness & Channel Strategy team. In this role, she was involved in a number of digital strategy projects across industries, including retail.

Prior to joining Forrester, Michelle was a senior research executive at Synovate UK, a market research agency acquired by Ipsos Mori. There, Michelle was involved in developing and delivering quantitative and qualitative primary research studies into customer attitudes and behavior for clients across industries, including retail, consumer services, and financial services. Prior to her role at Synovate, Michelle worked in academic research at the Family Research Centre and the Autism Research Centre (ARC) at the University of Cambridge.

Education

Michelle holds a degree in social and political sciences (M.A., Cantab.) from the University of Cambridge and holds an MRS Advanced Certificate in market and social research practice.

Michelle Beeson's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Retailers Are Starting To Reap The Rewards Of Omnichannel Commerce

    Landscape: The Omnichannel Commerce Playbook

    March 28, 2018Michelle Beeson

    Because their customers' expectations are so high, digital business professionals are investing heavily in customer-facing and back-end technology to deliver great experiences. This report analyzes customers' changing shopping behaviors and the various tactics that retailers are using throughout the customer life cycle to deliver superior omnichannel service. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: The France Retail Customer Experience Index, 2017

    How French Retailers And Brands Earn Loyalty With The Quality Of Their Experience

    March 28, 2018Michelle Beeson, Alex Causey

    How well do leading retailers earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 21 retail brands — both traditional retailers (store and digital) and digital-only retailers — that were analyzed as part of the France CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Q&A: What Branded Manufacturers Need To Know About Digital Commerce Strategies

    March 26, 2018Michelle Beeson

    Direct-to-consumer (D2C) commerce is not a new approach to retail, but there is renewed interest among branded manufacturers, and additional options are available. As consumers become even more digitally connected, branded manufacturers are enticed by digital commerce benefits, such as better sales margins, increased product control, and richer customer relationships. This report answers digital business professionals' frequent questions regarding digital commerce strategy, including the different approaches, and the impact it has on existing retail partner relationships.

  • For CMO Professionals

    REPORT: Accelerate Your Culture Practices For Digital Transformation

    Intermediate Level: Culture Practices For Digital Business

    February 26, 2018Michelle Beeson, Jacob Morgan, Alyson Clarke

    Successful digital transformations are underpinned by a strong digital culture. Once the foundations are in place, digital leaders must accelerate change and entrench digital skills, processes, and technology across the organization. Enterprisewide collaboration and a strong focus on customer outcomes are also keys for continuing your organization's digital transformation. This report describes how digital business leaders must accelerate their culture transformation. It forms one of a trilogy of reports detailing cultural practices at different levels of maturity.

  • For CMO Professionals

    REPORT: Apply Cultural Patterns From Leading Digital Innovators

    Advanced Level: Culture Practices For Digital Business

    February 26, 2018 Jacob Morgan, Alyson Clarke, Michelle Beeson

    Cultural alignment is a huge enabler of change — when done well, it greases the skids; when poorly executed, it can stop transformation dead in its tracks. Digitally innovative firms are characterized by embracing technology as a driver of business success and a process of reinvention — fueled by innovation — that keeps culture fresh. This report examines the common cultural traits in these companies. Digital leaders should read this report to inspire their own digital culture.

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