Tech Tide Report

The Forrester Tech Tide™: Customer Insights Methods, Q2 2021

Twenty Customer Insights Analysis Methods That Help Insights-Driven CX Leaders Understand Their Customers

April 14th, 2021
With contributors:
Brandon Purcell , Maxie Schmidt , Joana de Quintanilha , Jeremy Vale , Melissa Parrish , Kelly Price , Cinny Little , James McCormick , Michelle Yaiser


Customer insights are a crucial ingredient to customer experience (CX) success. To get deeper into customer behaviors, motivations, and attitudes, CX leaders in partnership with their customer insights (CI) colleagues should evaluate and adopt a range of customer insights analysis methods. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of 20 methods that support a CX leader’s insights-driven journey. CX leaders should read this report to shape their firm’s adoption approach to these analysis methods.

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