Charter Report

Product Management’s New Hunger For Customer Research Done Right

A Gathering Of 1,600 Product Leaders Reveals Why They Need To Partner With CX Pros

August 22nd, 2018
Kelly Price, null
Kelly Price
Andrew Hogan, null
Andrew Hogan
With contributors:
David Truog , Amelia Nickels


Product managers at Mind the Product SF 2018 (a leading product management conference Forrester attended in July) clearly recognized the importance of conducting customer research. But many were still learning how to avoid common research mistakes that can lead to career-ending product failures. They need help from CX pros — customer research pros in particular. This report sums up our observations and advises research pros on how to help their product colleagues take a disciplined approach that leads to real product improvement and innovation.

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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.