Mike Proulx
VP, Research Director

Author Insights
Blog
Musk’s Message Marks X’s Official Breakup With Big Brands
It’s not every day that a prominent business owner tells its revenue suppliers to “go f— [themselves],” but that’s exactly what Elon Musk said to X advertisers yesterday during The New York Times’ DealBook Summit — not once but three times (the latter instance using the acronym “GFY”). This came just shortly after Musk apologized […]
Blog
In 2024, B2C CMOs Want The Most Help With These Five Areas
Learn what our recent survey of marketing heads revealed.
Blog
Humane’s Ai Pin Will Inspire The Very Device It Seeks To Replace
Can a lapel pin replace the smartphone? If Humane (a startup by former Apple execs) has its way, its much-buzzed-about “Ai Pin” will make screens (and more) a thing of the past. But to get people’s heads back up and out of their devices means changing the paradigm of how we learned to interact with […]
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Déjà Vu: Four Ways That Streaming Is Becoming “Traditional TV”
Finally, the Hollywood actors’ strike is over. If the SAG-AFTRA national board approves the tentative agreement tomorrow, members will receive (among other benefits) a “streaming participation bonus” for go-forward projects. The holistic deal has been described as “extraordinary” for actors and, in part, is a step toward reconciling compensation models appropriate for the inevitable all-streaming […]
Blog
TikTok Usage Plateaus Among US Gen Z Teens
The results of Forrester’s Youth Survey, 2023, are in. This annual survey examines consumer and online behaviors of US teens 12–17 years old. Weekly TikTok Usage Peaked In 2022 Yet Placed First With US Teens In 2023 Two years ago, we reported that weekly usage of TikTok had surpassed Instagram among US teens — with […]
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AI Pushes The Metaverse Into The Horizon At Meta Connect 2023
AI took center stage at Meta Connect 2023, while "the metaverse" remained chill. In its place, mixed reality is now the focus.
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For Most Twitter Users, “X” Won’t Mark The Spot
Twitter's name change marks the beginning of the end for the app that once defined the microblogging space.
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Half Of Generative AI Users Are Indiscriminate About Data Use
Despite the risks, over half of US online adults who have used generative AI said they are “fine” with using ChatGPT to analyze data from their company, while 45% have no issues with prompting ChatGPT using their personal information.
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Interoperability Will Be Key To Meta’s Threads Success
Though Meta's "Threads" shows promise at its initial launch, it's met with an already crowded Twitter-alternative market.
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Q2 2023: These Five Priorities Are Most Critical To B2C CMOs
We asked US-based B2C CMOs what's top of mind for the back half of 2023. Here's what we learned.
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Yes, Pickleball Is Growing Fast, And Brands Want In
Pickleball continues to spread into the US mainstream. Last month, the Professional Pickleball Association (PPA) announced a deal with CBS to broadcast over 30 hours of its 2023 season across the network’s properties. The sport’s growth trajectory remains unwavering: According to Forrester’s April 2023 Consumer Pulse Survey, 13% of US online adults currently play pickleball […]
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A TikTok Ban? It’s America First, Taking Aim On Short-Form Video
TikTok CEO Shou Zi Chew testified before the House Energy and Commerce Committee today amidst rare bipartisan agreement that the app poses a national security threat to the US and should be banned. A TikTok Ban Is Preemptive, Based On Suspicion, Not Substantiation The statements made and questions asked by members of Congress today are […]
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Efficiency Or Cheating? ChatGPT Users Seek The Upper Hand
One in five US CMOs has already used ChatGPT in their marketing efforts and 40% more are exploring use cases. Get the latest Forrester data on plans for this emerging tech.
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Meta Verified Copies Twitter But Courts Creators
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]
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Twitter Blue Is Still Singing A Sad Tune
Twitter's blue checkmark no longer signals legitimacy. That underscores our guidance to marketers to take a wait-and-see approach to media investments on Twitter.
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