David Truog

VP, Principal Analyst

David researches innovation, ideas, tools, and best practices at the intersection of technology and design. He focuses especially on emerging technologies, including conversational AI (voice and text chatbots) and extended reality (augmented reality, mixed reality, and virtual reality). For new mediums like these, creating good experiences is harder than for a well-established medium because there are not yet widely understood best practices and design patterns.

CX Essentials
Report
August 2nd, 20217 min read

This report distills the basics of CX into a 5-minute read with explanations in plain language that CX pros can use when communicating with colleagues to help them tap the power of great CX to drive success.

Digital CX And Design Trends, 2021
Report
June 1st, 202110 min read

This report examines key trends shaping digital CX and design in 2021: 1) Quality improves, 2) the pandemic tests companies’ digital readiness, 3) touchpoints proliferate and morph, and 4) these changes fuel advances on design teams.

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, Kelly Price
, Amelia Nickels
Why And How To Lead A CX Transformation
Report
January 27th, 20217 min read

A laser-like focus on CX is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achi

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.