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Anjali Lai

Senior Analyst

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Anjali helps chief marketing officers navigate a market fueled by the ever-evolving consumer. Anjali synthesizes multimodal data and applies cutting-edge research techniques to distill the most important changes in consumer behavior and decision making. Her research defines what these consumer insights mean for the future of industries and brands; her frameworks guide executives to make strategic calls that win and retain consumers accordingly. 

Anjali partners with clients across industries — including retail, financial services, insurance, media, and travel — and across geographies, including North America, Europe, and Asia Pacific, to cultivate and drive customer obsession. 

Anjali is a frequent keynote speaker at Forrester Forums and industry conferences; her work has been cited in publications like The Economist, Forbes, Les Echos, and Marketing Week. 

Previous Work Experience

Anjali has been analyzing technology’s effect on consumers for nearly a decade on Forrester’s analytics team. In this role, she spearheaded Forrester’s data innovation initiatives, regularly published research about global consumer trends and market research strategies, and specialized in delivering insights to brand strategists and CMOs in the advertising industry. Prior to Forrester, Anjali was a marketing strategist in the fashion retail and nonprofit sectors.

Education

Anjali holds an MS in applied market research and a BA in English and communication from Boston University.

Anjali helps chief marketing officers navigate a market fueled by the ever-evolving consumer. Anjali synthesizes multimodal data and applies cutting-edge research techniques to distill the most important changes in consumer behavior and decision making. Her research defines what these consumer insights mean for the future of industries and brands; her frameworks guide executives to make strategic calls that win and retain consumers accordingly. 

Anjali partners with clients across industries — including retail, financial services, insurance, media, and travel — and across geographies, including North America, Europe, and Asia Pacific, to cultivate and drive customer obsession. 

Anjali is a frequent keynote speaker at Forrester Forums and industry conferences; her work has been cited in publications like The Economist, Forbes, Les Echos, and Marketing Week. 

Previous Work Experience

Anjali has been analyzing technology’s effect on consumers for nearly a decade on Forrester’s analytics team. In this role, she spearheaded Forrester’s data innovation initiatives, regularly published research about global consumer trends and market research strategies, and specialized in delivering insights to brand strategists and CMOs in the advertising industry. Prior to Forrester, Anjali was a marketing strategist in the fashion retail and nonprofit sectors.

Education

Anjali holds an MS in applied market research and a BA in English and communication from Boston University.

Anjali Lai's Most Recent Research

Research

The Consumer Behaviors That Will Endure After The Pandemic

Why Marketers Have Been Measuring The Wrong Things, And Which Insights Matter The Most This Year
March 31st, 2021 | Anjali Lai

As the world starts to recover, leaders are asking burning questions about consumers: Are changes here to stay? Which trends are fleeting; which are permanent...

11 min read
Research

The State Of Consumers And Technology, 2020

Increasingly Intimate Technologies Spark The Next Mind Shift
February 2nd, 2021 | Anjali Lai

Technology became a lifeline for consumers during the crises of 2020: Consumers now spend more time using more devices for more sophisticated tasks. What...

13 min read
Research

Empowered Consumers Go Green

Empowerment Drives The Sustainability Transformation
January 19th, 2021 | Anjali Lai, Salvatore Schiano

The past 20 years has enabled consumers to buy more products from more places more cheaply, but consumers feel unfulfilled. The rapid escalation of self-centered...

7 min read
Research

To Win And Retain Consumers During The Pandemic, Start With Empathy

Demonstrate Empathy By Designing For Unique Customer Risk Profiles
December 17th, 2020 | Anjali Lai, Martin Gill

Within the COVID-19 crisis are the seeds of transformation: The boldest leaders will not only adapt their businesses; they will use insights to get closer...

8 min read
Research

The Future Of The Empowered Consumer In The US

The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose
December 15th, 2020 | Anjali Lai

People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer...

17 min read