Customer Segmentation
Customer segmentation is more complex than it once was. To win and keep today’s empowered customers, organizations need to understand their technology preferences, appetite for innovation, and, increasingly, their preferences around data privacy. Read Forrester’s insights on the evolving practice of customer segmentation.
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Insights
Blog
Ask, Don’t Interrogate: Best Practices For Collecting Zero-Party Data
As more privacy regulations and consumer tools emerge, the challenge for brands is how to ask consumers for data in a way that is user-friendly and encourages them to share their information. Get an example on how to collect zero-party data in this preview of a new report.
Blog
Build Effective Personas To Drive Empathy
At their best, personas elicit empathy, help teams prioritize, and drive human-centric decision-making. Many fall short of this. Learn about the qualities of effective personas — and attend CX Summit North America to get a deeper dive and practice improving your own.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Deciphering The Data Clean Room Landscape
The data clean room market is a bit of an anomaly: It’s both an established and emerging market.
Blog
Are Scaled And Digital-Led Customer Success The Same Thing? Inconceivable!
Decode the meaning of digital-led and scaled customer success.
Blog
Apple Sales And Profits Analysis For FY 2023 — Top 10 Insights
Read this blog for analysis and the top 10 key takeaways from Apple’s FY 2023 sales and profits reporting.
Podcast
How B2B Firms Can Win With Younger Buyers
Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.
Podcast
The Business Case For Green Consumer Segmentation
When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.
Blog
Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog
Does The Pursuit Of Customer 360 Have You Running In Circles?
No doubt, you’ve heard of it. It’s called by many names: the golden record; the single source of truth. However, it is most often referred to as customer 360. What all these terms are referring to is a holistic view of a customer’s data, covering every single touchpoint and interaction with your company as well […]
Blog
Picking An Agency To Maximize The Value Of Your First-Party Data
For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]
Podcast
What’s Next For Customer Loyalty?
Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.
Blog
Privacy Isn’t Binary: The 2021 US Privacy Segmentation
Data deprecation is here, forcing marketers to stop hoovering up consumer data for opaque use cases. Consumers’ privacy-protecting behaviors are one of the four forces shaping this new marketing reality, but not every consumer has the same expectations, preferences, or concerns around information sharing. To quote Ted Lasso, “Different people are … different.” Our new […]
Shine A Spotlight On CX Value
The new CX leader superpower? Measurement. Download our e-book to learn what to measure to prove CX’s value and impact — so you can lead CX to success.
Blog
Track The Generational And Behavioral Shifts In Europe’s Investors
European investors are changing. Understand their investment research behaviors to better serve and support them.
Blog
Make Data Strategy Your New Year’s Resolution
Start 2022 with renewed marketing opportunity by assessing your data strategy and finding opportunities to round out your understanding of customers and prospects. Last year, we saw third-party cookie deprecation heat up, Apple enact its App Tracking Transparency framework, and growing consumer privacy awareness — for example, 84% of US online adults use at least […]
Blog
Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
Blog
Emotionally Charged Consumers Are Ready For New Experiences
A reemerging sense of community has rekindled consumers' enthusiasm. Brands should match that enthusiasm to maintain strong momentum.
Blog
Building A Private Bank For The Next Generation
Significant gaps continue to exist in private banking, forcing firms to rethink pricing and organizational models. As a result, high-net-worth clients are not fully benefiting from some of the digital innovations that are changing how customers interact with their private banks. To identify the top “Global Private Banking Trends In 2021,” we interviewed senior executives […]
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Blog
Financial Services Firms Need A More Relevant Customer Segmentation Model: Introducing Forrester’s Financial Well-Being Segmentation
Even before the onset of the COVID-19 pandemic, consumers were already facing multiple financial challenges, and many were worried about their financial situation. The pandemic has impacted consumers’ finances further, with many lacking financial resilience and confidence in their financial future. Financial Services Firms Need A Framework To Better Understand Their Customers’ Financial Mindset And […]
Blog
Understand Today’s Investors In Metro China, Hong Kong, And Singapore
Why You Need A New Segmentation Approach To Understand Today’s Investors Wealth management firms commonly segment their clients by investable assets. But this is not enough to help firms decide on new products and services or optimize customer engagement models. Self-directedness is a crucial dimension that reliably predicts many investor attitudes and behaviors (see Figure […]
Blog
Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You
Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Discover the segments of social customers and their preferences.
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