Melissa Parrish

VP, Group Director

As VP and group research director, Melissa leads the research teams that serve business insights professionals, customer experience leaders, and the retail, financial services, and healthcare industries. Her team's research agenda focuses on helping businesses become data driven and customer obsessed with the right technologies and strategies to inform, develop, execute, and measure customer engagement programs. Melissa delivers strategic guidance to help business leaders use evolving technologies, platforms, and analytics to create and deepen the bonds between them and their ever-changing customers.

Marketers Versus Customers: Opposing Forces Erupt
January 20th, 2021 16 min read

Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs need to reevaluate the fundamental assumptions on which their

Embrace Innovative Marketing
November 26th, 2019 4 min read

Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that prioritizes solving customer problems over promoting product. Thi

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.