Age of the Customer
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My Tips For Crushing Your Analyst Briefings And Wowing The Analyst
Taking vendor briefings is a large part of an industry analyst’s job. Analysts take briefings to learn about vendors in their coverage, understand offerings, buyers, trends, and to inform their research. Briefings are part of the research process and help us stay current on vendor offerings and capabilities. Vendors don’t have to be clients to […]
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Why AI Makes Trusted Research More Valuable
As business and technology leaders grapple with unprecedented change and uncertainty, trust, clarity, and steadfast partnership matter more than ever. Clients’ stories illuminate what is unique about the value that Forrester delivers — especially now.
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AI And Automation Will Take 6% Of US Jobs By 2030
Don’t Confuse Financially Driven Layoffs With AI Layoffs There’s a common impression — among leaders, in the media, and among employees — that AI is already causing widespread unemployment. After all, the US saw well over a million jobs lost to layoffs in 2025. Salesforce CEO Marc Benioff attributed some of his company’s layoffs to […]
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EA Tools Vendors: You’re Sitting On The AI Design-Time Platform And Don’t Know It
The AI agent infrastructure market is exploding — LangChain just raised $125 million; every hyperscaler has an agent framework; MCP and A2A protocols are converging as standards; and observability vendors are racing to add LLM tracing. And enterprise architecture (EA) tools vendors? They’re still talking about application rationalization. This is a strategic blind spot that will […]
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NRF Big Show Innovators Showcase 2026: Retail Tech To Watch
Read this blog for a look into NRF’s 2026 Innovators Showcase to better understand what’s next in retail technology transformation.
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Customer Journey Management In 2026: From Maps To Measurable Impact
Despite years of journey mapping, results are still inconsistent, slow to scale, and hard to tie to business outcomes. Learn why that’s changing — and what leaders must do differently.
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Thriving Amid Disruption: Key Banking Insights To Kick-Start 2026
Discover key banking trends from 2025 and predictions for 2026. Stay ahead with insights on digital banking, customer experience, and AI.
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OpenAI And b.well Promise Greater Patient Empowerment
(With Some Caveats)
OpenAI’s recent partnership with b.well marks a pivotal moment in healthcare technology. With ChatGPT Health, OpenAI is integrating consumer medical records through b.well’s data connectivity infrastructure, aiming to deliver personalized interactions. This collaboration is a direct response to the surge in healthcare-related ChatGPT conversations. The message is clear: Consumers are eager for timely, simplified explanations of their medical care […]
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The Forrester Wave™: Autonomous Testing Platforms, Q4 2025, Is Out!
Find out why autonomous testing matters more now than ever and get four key findings from our new Wave™ report on autonomous testing platforms.
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Manufacturing And Automotive Giants Continue Their Shift From Grease To Code At CES 2026
Big names in smart manufacturing, such as Bosch and Siemens, used the recent CES trade show to showcase partnerships and growing AI powers. Find out more in this detailed review of the show.
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Consumers Care About The Green Behaviors Of Companies They Buy From
Economic headwinds, environmental science backlash, and increased political polarization — including around climate change — are slowing the dynamics of the green transition.
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What Consumers Really Think About The Warner Bros. Discovery Bidding War
Brand new Forrester consumer data sheds light on sentiment and preferences in the high-profile acquisition bids from Netflix and Paramount.
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VMware Migration Checklist: A Practical Way To Plan And Track
VMware migrations are no longer a theoretical exercise. Infrastructure and operations leaders are actively reassessing their VMware environments, driven by cost pressure, licensing uncertainty, and broader platform modernization goals. Learn how Forrester’s new VMware Migration Checklist can bring structure to your VMware migration approach.
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Forrester’s Global Net Promoter Score Rankings, 2025
As we head into 2026, learn how to improve your CX using the latest Net Promoter Score rankings from Forrester’s annual customer experience benchmark study.
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Why B2B CMOs Must Prioritize Product Leader Alignment
CMOs who prioritize alignment with product leaders more effectively drive growth initiatives and improve efficiency. Find out which best practices these CMOs consistently apply in this preview of a new report.
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The Tale Of Turmoil Ends: US TikTok Set To Divest In 2026
Timed perfectly with the first US-based TikTok Awards, TikTok signed an agreement to divest US TikTok. This deal, reportedly valued at around $14 billion, will divest US TikTok to a joint venture of primarily American investors. Learn the details and what questions brands should be asking.
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Three Must-Haves When Buying Digital Analytics Solutions In 2026
Digital analytics solutions have evolved far beyond simple web tracking. Today, they provide a holistic view of customer behavior across websites and apps, uncover UX/UI issues, track product feature adoption, and ultimately help improve digital experiences and drive business outcomes. As you prepare for buying digital analytics solutions in 2026, choosing the right one is […]
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Podcasts Go From Niche Audio Format To Media Powerhouse
Podcasts are having a moment (that will last). Once considered a subset of streaming audio, podcasts have evolved well beyond that. This content now spans audio, social media, and — very importantly — video. Netflix just announced a deal with iHeartMedia to bring 14 video podcasts to Netflix in 2026. Netflix also made a deal […]
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Prédictions 2026
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]
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In The AI Era, The Value Of A Research Firm Is Still Largely Human
The critical thinking, empathy, ingenuity, and courage that analysts bring to client relationships is critical — especially now. That’s why, along with harnessing AI’s potential, we’re doubling down on the unique value our analysts offer.
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