David   Truog

David Truog

VP, Research Director Serving Customer Experience Professionals

David is a research director for the customer experience (CX) practice at Forrester, leading a team of analysts focused on helping CX professionals deliver more effective, easier, and more enjoyable customer experiences.

David joined Forrester in 1999 as a senior analyst focused on the technologies enabling Internet commerce and authored Forrester's seminal "eBusiness Networks" report. He then became a research director and led a team of analysts producing the company's first in-depth technology selection research, TechRankings, which became Forrester's most quickly successful product launch and is now called the Forrester Wave™. After TechRankings, David became a principal analyst researching the future of software and authored reports on issues such as software quality ("Must Software Be Buggy?"), machine-to-machine communication ("The Dark Side Of The Web"), and the future of semantic web technologies ("How The X Internet Will Communicate"). .

Following an entrepreneurial venture from 2002 to 2011, during which David founded and ran a successful video production agency for nine years, he returned to Forrester in 2011 as a research director leading a team of analysts researching online video and other media for interactive marketing. In 2013 he became Forrester's first VP of research quality and operations, leading a team of 60 responsible for guidance development, methodology, training, performance metrics, editing, client inquiry, client support, and vendor briefings. In 2015, David became VP of research content experience to help improve the thematic unity, consistency, clarity, and simplicity of Forrester’s research content overall. In August 2016, he transitioned to his current role on Forrester’s CX research team.

Previous Work Experience

Before he first joined Forrester, David served for eight years in software development and technical marketing roles at several software companies, with a focus on user experience (UX), including CGI Informatique and IBM, and then at the first eCommerce platform company, Open Market.

In 2002, David left Forrester to found Upland Productions, a boutique video production agency, and created about 340 videos for clients in a variety of sectors, including MIT, Microsoft Europe, Children’s Hospital Boston, New Atlantic Ventures, Avery Dennison, Ambient Devices, Fashion Institute of Technology, the Whitehead Institute for Biomedical Research, the French Embassy to the United States, and many private schools including the MIT Sloan School of Management, Groton, Hotchkiss, Choate, and St. Paul's, among others.

Education

David holds a B.A. in cognitive science from Amherst College and an M.A. in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires in Grenoble and first learned to code, becoming especially fascinated by UX design and human-computer interaction.

David Truog

VP, Research Director Serving Customer Experience Professionals

David is a research director for the customer experience (CX) practice at Forrester, leading a team of analysts focused on helping CX professionals deliver more effective, easier, and more enjoyable customer experiences.

David joined Forrester in 1999 as a senior analyst focused on the technologies enabling Internet commerce and authored Forrester's seminal "eBusiness Networks" report. He then became a research director and led a team of analysts producing the company's first in-depth technology selection research, TechRankings, which became Forrester's most quickly successful product launch and is now called the Forrester Wave™. After TechRankings, David became a principal analyst researching the future of software and authored reports on issues such as software quality ("Must Software Be Buggy?"), machine-to-machine communication ("The Dark Side Of The Web"), and the future of semantic web technologies ("How The X Internet Will Communicate"). .

Following an entrepreneurial venture from 2002 to 2011, during which David founded and ran a successful video production agency for nine years, he returned to Forrester in 2011 as a research director leading a team of analysts researching online video and other media for interactive marketing. In 2013 he became Forrester's first VP of research quality and operations, leading a team of 60 responsible for guidance development, methodology, training, performance metrics, editing, client inquiry, client support, and vendor briefings. In 2015, David became VP of research content experience to help improve the thematic unity, consistency, clarity, and simplicity of Forrester’s research content overall. In August 2016, he transitioned to his current role on Forrester’s CX research team.

Previous Work Experience

Before he first joined Forrester, David served for eight years in software development and technical marketing roles at several software companies, with a focus on user experience (UX), including CGI Informatique and IBM, and then at the first eCommerce platform company, Open Market.

In 2002, David left Forrester to found Upland Productions, a boutique video production agency, and created about 340 videos for clients in a variety of sectors, including MIT, Microsoft Europe, Children’s Hospital Boston, New Atlantic Ventures, Avery Dennison, Ambient Devices, Fashion Institute of Technology, the Whitehead Institute for Biomedical Research, the French Embassy to the United States, and many private schools including the MIT Sloan School of Management, Groton, Hotchkiss, Choate, and St. Paul's, among others.

Education

David holds a B.A. in cognitive science from Amherst College and an M.A. in the history of ideas from St. John's Graduate Institute, Santa Fe. Prior to college, David grew up in France, where he earned a baccalauréat from Lycée des Eaux Claires in Grenoble and first learned to code, becoming especially fascinated by UX design and human-computer interaction.

Research Coverage

David Truog's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: CXNYC 2017: The Breakaway CX Opportunity

    The Brightest Highlights From Forrester's 2017 Customer Experience Forum In New York

    October 12, 2017David Truog

    After each of the Forum events that Forrester produces for customer experience (CX) professionals every year around the world, we ask attendees which sessions and themes were the most valuable. This report provides a snapshot of the brightest highlights at our CXNYC 2017 Forum in New York.

  • For Customer Experience Professionals

    REPORT: The Perspective Problem In The Customer Life Cycle

    Your Company Undermines Profits By Misprioritizing Life Cycle Phases — Help It Stop

    August 28, 2017David Truog

    The classic customer life-cycle diagram is useful but gives equal weight to every phase — which does not reflect reality. And many companies ignore whether any phase is more important than any other, mistakenly prioritizing the prepurchase phases (discover, explore, and buy), while most of their customers care far more about what happens afterward (the use, ask, and engage phases). This short report examines why this is a business mistake and explains how customer experience (CX) professionals should recast the customer life cycle to help align investment with strategy.

  • For Customer Experience Professionals

    REPORT: Why And How To Lead A CX Transformation

    The Executive Overview Of The CX Transformation Playbook

    June 19, 2017David Truog

    A laser-like focus on customer experience (CX) is the best path to business success. Forrester has proven this by analyzing major brands' financial results and showing that they correlate with how customers perceive their interactions with those brands. Few companies have achieved that focus — for most, it will require a journey of deep transformation toward a new mindset and a new way of operating. This report for executives tasked with leading CX transformations provides an overview of Forrester's framework for how to complete this journey successfully: the CX transformation playbook. Forrester refreshes this report regularly based on new research.

  • For Customer Experience Professionals

    REPORT: Predictions 2017: The CX Quality Split

    Landscape: The Customer Experience Ecosystem Playbook

    October 31, 2016David Truog, Allegra Burnette, Tony Costa, Andrew Hogan, TJ Keitt, Rick Parrish, Kelly Price, Maxie Schmidt-Subramanian, Samuel Stern

    The Customer Experience Index (CX Index™) leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with companies converging toward CX parity? No. This document lays out for CX professionals what will happen instead.

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