Age of the Customer
Insights
Blog
Four Takeaways On The State Of Social Suites
Social suites are now a critical part of the martech ecosystem, ranking as one of the top 3 marketing technologies used by organizations. Once simple social media management tools with light social listening features, these platforms have evolved into unified solutions that go well beyond those capabilities. Forrester now defines social suites as: Platforms that […]
Blog
My Tips For Crushing Your Analyst Briefings And Wowing The Analyst
Former Forrester analyst Josh Zelonis blogged about how to deliver successful vendor briefings years ago. I’m updating his blog with my own thoughts as a “recovering marketer,” Forrester analyst, and research director. This blog is a collection of my top tips for briefing analysts, with contributions from other security and risk analysts.
Blog
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.
Blog
AI And Automation Will Take 6% Of US Jobs By 2030
AI will take over increasing numbers of workflows and tasks in the next five years. But workflows and tasks aren’t jobs. Get more insight and next steps in this preview of our new forecast on the impact of AI on jobs in the US.
Blog
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; hyperscalers and SaaS vendors are spinning up agent frameworks and control towers; MCP and A2A protocols are converging as standards; and observability vendors are racing to add LLM tracing.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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 […]
Blog
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 […]
Blog
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 […]
More posts