Trends Report

Brief: Introducing Forrester's Empowered Customer Segmentation In Asia Pacific

Asia Pacific Consumer Technographics®

October 4th, 2016
Kyle Steinhouse, null
Kyle Steinhouse
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Gina Fleming , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


The age of the customer means that consumers are increasingly empowered by new technologies, rich information resources, and a wide choice of brands. To keep pace, businesses must understand how their customers are evolving and at what rate. Here, we outline how the five key dimensions of change that drive customer empowerment manifest themselves in Asia Pacific. We also apply Forrester's Empowered Customer Segmentation to consumers in China, India, South Korea, Japan, and Australia to measure how changes in customer behaviors and attitudes vary across the region.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.