Trends Report

Deploy These Three Change Agent Personas To Drive More Decision-Making From Data

Intermediate Level: People Practices For Insights-Driven Businesses

February 26th, 2021
Cinny Little
With contributors:
Boris Evelson , Gene Leganza , Brandon Shaik , Peggy Dostie


Customer insights (CI) pros, along with all business and operations areas, struggle to drive more decision-making that matters from data and insights. To remain competitive, firms must accelerate progress, and that takes nothing less than changing the way they work. The key success factor is having the human skills required for driving focused change. The three change agent personas are evangelist, catalyst, and data wrangler. The three personas work together to drive a data culture’s way of working. This report shows how these three change agent personas deployed in existing positions can turbocharge the necessary transformation that will advance insights-driven maturity.

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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.