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.

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Recent Research

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Report

Marketing Through An Experience Lens

June 30th, 2021 • 3 min read

In marketers' quest to embrace customer-centricity, they've focused too much on what they can do and not enough on what they should do. It's time for marketers to embrace an experience-led approach to their practices to ensure that the customer is always

Report

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

Melissa Parrish

Report

Marketers' Options Improve As Social Marketing Technologies Converge

July 17th, 2020 • 6 min read

B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the struggle. This report helps marketers prepare for social ma

Jessica Liu

Melissa Parrish

Report

You Don’t Need A “Social Marketing” Strategy

December 27th, 2019 • 14 min read

In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use social insights to improve the rest of their marketing campaigns.

Melissa Parrish

Jessica Liu

Report

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

Melissa Parrish

Report

Marketers Are Pivoting Toward Customer Obsession, But They Are Eroding Customer Trust And Loyalty In The Process

October 30th, 2019 • 5 min read

Marketers are spending billions on building data-rich customer profiles. Many believe that personalization improves the customer experience.

Melissa Parrish

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.