Audrey Chee-Read
Principal Analyst
Author Insights
Blog
Predictions 2026: Consumers Find Connection In Unexpected Places
In 2026, consumers will crave connection beyond the traditional sources. In the year ahead, they will seek out offline connections while making synthetic friends. Find out more in our 2026 predictions for consumers.
Blog
Consumers Are Using AI — But They Still Don’t Trust It
Consumers are using AI more than ever — but they still don’t trust it. Forrester’s latest regional reports uncover how attitudes toward AI vary across Europe, North America, and APAC, along with what organizations must do to build trust.
Blog
Announcing Forrester’s Consumer Intelligence Platforms Landscape Report
It’s hard for marketers to keep track of the tools and platforms designed to help brands understand their consumers. As the demand for a more holistic view of the consumer and speed to insight grows, so does the scope of the platforms that support these needs.
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What Sets High-Performing Consumer Insights Teams Apart
How do the most successful consumer insights teams behave? Speed and strategy are the mandates. Get more details in this preview of a new report.
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Three Signs We’re In A Consumer Spend Slowdown
Though consumer behavior often lags behind sentiment, there are already indicators that they're pulling back on spending.
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Don’t Leave Consumers Behind In Your Agentic AI Journey
As businesses implement agentic AI, it will begin to trickle into consumer experiences. Find out how with some examples of agentic AI consumer use cases in this preview of our 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.
Blog
Dry January Is Really A Lesson In Self-Optimization
The US Surgeon General’s recent warning on alcohol consumption and cancer risk comes at a time when many consumers are participating in dry January, with new terms such as sober-curious being used and demand for “sober bars.” But rather than getting caught up in the pessimistic future of alcoholic beverage companies or the food and […]
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Prognosen 2025: KI-Mängel und lückenhafte Regulierung führen zu ungleich verteiltem Vertrauen
Die weltweit uneinheitlichen KI-Standards und -Vorschriften werden dazu führen, dass es einigen Unternehmen besser gelingt, als anderen Vertrauen aufzubauen und zu bewahren. Erfahren Sie in diesem Ausblick auf unsere Prognosen 2025 mehr zu Vertrauen.
Blog
Predictions 2025: AI’s Mishaps And Patchy Rules Lead To Uneven Pockets Of Trust
Patchy AI standards and regulations across the globe will result in some organizations faring better than others when it comes to building and maintaining trust. Learn more in this preview of our 2025 trust predictions.
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Predictions 2025: A Tale Of Consumer Contradictions
A clash between consumer sentiment and consumer behavior will confound brands in the coming year. Those that succeed will distinguish the noise from the reality.
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Your Personas Are Outdated: It’s Time To Evolve Your Approach
Personas are foundational and seemingly simple, yet deceptively challenging. Learn what it takes to create effective ones.
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Generative AI Consumer Outlook, Q2 2024: How Will Consumers Engage With GenAI In The Future?
As awareness of generative AI peaks and usage creeps upward, how will consumers engage with genAI in the future? Find out in this preview of a new report.
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Don’t Get Canceled: How To Overcome GenAI Consumer Backlash
As AI awareness increases, consumers assume a default posture of distrust. This year’s CX Summit North America will reveal practices that brands can use to protect themselves while advancing their genAI strategy.
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One Year Since Bud Light’s Marketing Blunder: What Did We Learn?
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.
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Are You Advertising During This Election Cycle? Read This First.
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.
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Generative AI Consumer Outlook, Q1 2024: Which Consumers Will Pay To Use GenAI?
Recent survey findings shed light on who is most likely to pay and which features they're more likely to pay for.
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Stanley Tumblers, Sephora Skincare: Creators Are Turning Tweens Into Adults
Adult creators are turning tweens and teens onto grow-up products. What does it mean for brands?
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Three Signs That Consumers’ Impulsive Spending Is Growing
Impulse spending behavior is growing — and companies are finding opportunities both online and offline to entice consumers to add to their basket. Forrester’s February 2023 Consumer Pulse Survey found that roughly one in two of US and UK Gen Z adults report making impulsive decisions when shopping. Offline, brands and retailers for years have […]
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Predictions 2024: With The Right Preparation, Your Organization Can Win Trust While Others Lose It
A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.
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