Skip to main content
Photo of David Truog

David Truog

VP, Principal Analyst

Find David on:

David researches questions at the intersection of technology and design: 1) how to design experiences based on emerging technologies like chatbots and extended reality (XR); 2) how digital tools for experience designers are changing; and 3) related foundational ideas like evidence-based innovation.

The emerging technologies David researches include conversational AI (voice and text chatbots), XR experiences ranging from augmented reality (AR) through mixed reality (MR) to virtual reality (VR), internet of things (IoT) devices, and wearables. Designing successful experiences based on these new technologies requires deep attention to human-centric design principles and the complex dynamics of perception and cognition.

Previous Work Experience

During his 14 years at Forrester so far, David has alternated between the analyst role and the research director role (leading teams of analysts). He has also held companywide research leadership roles as head of quality, operations, and content experience. He began his analyst career focusing on the design and development of websites and software. In his first research director role, David led the creation of the Forrester Wave™ — a methodology for technology selection decision support that is one of the company’s most successful products — and managed a team of analysts who applied the Wave model to 10 different technology categories, ranging from content management systems to app servers.

David began his career as a software developer and UX designer. In addition to eight years at software companies, he worked for nine years as a director and producer of short films throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and also composed music and created motion graphics, producing 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a BA in cognitive science from Amherst College, where he focused on cognitive psychology, neuroscience, philosophy of mind, and artificial intelligence. In his senior honors thesis on cognition and connectionism, he examined then-nascent neural network (deep learning) research and predicted the ascent of neural networks two decades before they largely displaced traditional approaches to artificial intelligence. He also holds an MA in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires.

David researches questions at the intersection of technology and design: 1) how to design experiences based on emerging technologies like chatbots and extended reality (XR); 2) how digital tools for experience designers are changing; and 3) related foundational ideas like evidence-based innovation.

The emerging technologies David researches include conversational AI (voice and text chatbots), XR experiences ranging from augmented reality (AR) through mixed reality (MR) to virtual reality (VR), internet of things (IoT) devices, and wearables. Designing successful experiences based on these new technologies requires deep attention to human-centric design principles and the complex dynamics of perception and cognition.

Previous Work Experience

During his 14 years at Forrester so far, David has alternated between the analyst role and the research director role (leading teams of analysts). He has also held companywide research leadership roles as head of quality, operations, and content experience. He began his analyst career focusing on the design and development of websites and software. In his first research director role, David led the creation of the Forrester Wave™ — a methodology for technology selection decision support that is one of the company’s most successful products — and managed a team of analysts who applied the Wave model to 10 different technology categories, ranging from content management systems to app servers.

David began his career as a software developer and UX designer. In addition to eight years at software companies, he worked for nine years as a director and producer of short films throughout the US and Europe. He pitched, planned, researched, filmed, interviewed, edited, and also composed music and created motion graphics, producing 340 videos for clients as well as a series of 20 documentary shorts about topics in technology, design, and the life sciences.

Education

David holds a BA in cognitive science from Amherst College, where he focused on cognitive psychology, neuroscience, philosophy of mind, and artificial intelligence. In his senior honors thesis on cognition and connectionism, he examined then-nascent neural network (deep learning) research and predicted the ascent of neural networks two decades before they largely displaced traditional approaches to artificial intelligence. He also holds an MA in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires.

David Truog's Most Recent Research

Research

Digital CX And Design Trends, 2021

Digital customer experience (CX), while still far from great, has leapt forward in key areas. A powerful blend of forces is shaping it and transforming...

11 min read
Research

Why And How To Lead A CX Transformation

The Executive Overview Of The CX Transformation Playbook
January 27th, 2021 | David Truog

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...

7 min read
Research

Gear Up For Experience Design

Tools And Technology: The User Experience Playbook
January 21st, 2021 | David Truog

Companies investing in better user experience (UX) need tools for experience design (XD) but face a complex provider landscape spanning 19 categories of...

13 min read
Research

Why And How To Master Experience Design

Executive Overview: The User Experience Playbook
January 21st, 2021 | David Truog

As customers gravitate to digital more than ever, companies are prioritizing user experience (UX). Why this response? Because experience quality can make...

6 min read
Research

The Forrester Digital Experience Review™: US Investing Websites, Q4 2020

Fidelity Leads With A Breadth Of Functionality, While TD Ameritrade Delivers A Strong User Experience
December 29th, 2020 | Vijay Raghavan , David Truog

Investment firms' websites have become hubs for their clients' investing activities and financial planning decisions. To gauge the ease and effectiveness...

9 min read

Upcoming Events

Forum: CX EMEA

September 30th, 2021 - October 1st, 2021
London & Live Virtual Experience
View all upcoming events