Dipanjan Chatterjee

Vice President, Principal Analyst

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Consumer Spending Trends — 2023 Edition

Dipanjan Chatterjee September 8, 2023
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]

Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]

Headed To The “Barbie” Movie? Read This First.

Dipanjan Chatterjee July 19, 2023
The much-anticipated “Barbie” movie releasing on July 21 comes with a bold promise — it’s for those who love Barbie as much as it is for those who hate her. So no matter which camp you’re in, when the lights dim and Margot Robbie appears in a flash of brilliant pink, realize that what you’re […]

The 2023 FIFA Women’s World Cup Is A Bonanza For Brands

Dipanjan Chatterjee July 13, 2023
Soccer's massive reach plus the passion it inspires creates a combination that's tailor-made for marketing.

Introducing Forrester’s Revenue Growth Framework

Dipanjan Chatterjee June 5, 2023
Boost bottom-line profitability with a structured and strategic approach to top-line revenue growth by activating five marketing levers.

Growth Is Essential Yet Elusive — How Will Your Company Grow Revenue?

Dipanjan Chatterjee May 17, 2023
Growth, while essential, will remain elusive in 2023. How can you craft a strategy to grow revenue and create value for this year and beyond?

Here’s How You Pick The Right Digital Experience For Your Customer

Dipanjan Chatterjee April 11, 2023
The Problem: Digital Touchpoint Choice Architecture Brands are shaped by the experiences that they provide, and today’s experiences are overwhelmingly digital. As consumers interact with a brand in a multitude of ways (chat, voice, augmented reality, etc.), how does a company decide which digital touchpoints to make available? At its heart, this is a choice […]

Brand Energy 2023: Here Are The Brands That Are Salient, Relevant, And Loved

Dipanjan Chatterjee March 30, 2023
BRAND ENERGY REBOOT In 2017, we introduced a seminal approach to understanding a brand’s performance: Forrester’s Brand Energy Framework. Based on a survey of 4,436 US online adults, we combined iterative data-mining techniques and structured equation modeling to test millions (yes, millions!) of models that mapped perception of brand strength to business outcomes. This year, […]

Consumers Push Back On Price, Forcing Companies To Seek New Growth

Dipanjan Chatterjee March 16, 2023
As revenue growth begins to slow, companies will seek new ways of driving volume, including exploring previously untapped consumer segments.

There’s A Recession, But Not In My Backyard

Dipanjan Chatterjee February 9, 2023
Reconciling consumer perceptions with the macroeconomic data can be perplexing. Here, we provide some clarity.

Five Ways That B2C CMOs Can Navigate The 2023 Downturn

Mike Proulx January 26, 2023


Empowered Customers Seek Three Types Of Brand Experiences

Dipanjan Chatterjee January 23, 2023
In 2023, Empowered Customers Are Engaging Differently With Brands In 2016, we introduced Forrester’s Empowered Customer Segmentation, based on consumer behavior we’ve been monitoring and analyzing since the 1997 launch of Forrester Analytics’ Consumer Technographics® survey data. This segmentation framework groups consumers along several dimensions of empowerment, such as being open to new experiences, having […]

Predictions 2023: Consumers Will Spend More And Demand Better

Dipanjan Chatterjee October 25, 2022

Running Twice As Smart: A CMO Growth Primer For An Economic Downturn

Dipanjan Chatterjee August 25, 2022
It takes all the running you can do to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that! — “Alice in Wonderland” Run Twice As Smart We sit in the penumbra of a pandemic, on the cusp of a recession. In these […]

The Ukraine War Galvanizes Consumers Into Demanding Action

Dipanjan Chatterjee May 23, 2022
We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

Employer Branding Is Marketing’s New Frontier

Dipanjan Chatterjee May 11, 2022
As attracting and retaining talent becomes ever more challenging, employer branding is moving to the top of the CEO’s agenda. CMOs have a vital role to play.

As The Abortion Debate Ramps Up, Companies Must Support The Diverse Needs Of Their Employees And Customers

Katy Tynan May 10, 2022
The Supreme Court’s leaked draft opinion on Roe v. Wade has intensified calls for brands to respond to the abortion debate. But your primary focus should be on your employees and your customers.

Values-Motivated Consumers Make Up 18% Of The US Buying Population

Dipanjan Chatterjee April 13, 2022
Today, like never before, a new social consciousness permeates commerce. Consumers are vocal about their social positions, and they pledge to stand firmly behind companies that do the right thing while threatening to chastise those that do not.

Women’s History Month Masked A Hidden Pandemic

Dipanjan Chatterjee April 6, 2022
Brands were quick to voice their support for Women's History Month and International Women's Day. Yet true support demands more than performative tweeting.

Brands Of The Year: Tesla, YETI, Target, And Fintechs

Dipanjan Chatterjee February 7, 2022
Brands Thrive In The Pandemic’s Aftershock In 2020, companies braced for upheaval, navigating a century-defining pandemic through a fog of uncertainty. What followed in 2021 was a series of aftershocks: a tumultuous year of vaccines and variants, hope, and despair that shredded any semblance of normalcy.  In an incredibly challenging year, these brands exemplified the […]
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