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For Customer Insights Professionals

Introducing Forrester's Consumer Privacy Segmentation

December 14, 2016

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This is the Assessment report in The Customer Trust And Privacy Playbook For 2017.


Why Read This Report

As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. Customer insights (CI) professionals need to understand their customers' expectations and concerns in order to ensure that they're correctly applying contextual privacy practices. This report uses Forrester's Consumer Technographics research to define four consumer segments as well as their attitudes and behaviors relating to marketers' collection and use of personal data.

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Table of Contents

  • Privacy Has A Perception Problem
  • Five Attributes Determine A Consumer's Privacy Segment
  • Meet Forrester's Consumer Privacy Segments
  • Recommendations

  • Post-Digital Marketers: Study Your Customers' Privacy Segmentation
  • Supplemental Material
  • Related Research Documents

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