Data Overview Report

Forrester’s 2022 US Consumer Privacy Segmentation

Understand Your Customers To Build Trust

September 28th, 2022
Stephanie Liu, Analyst
Stephanie Liu Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , Xiomara Nunez , Christine Turley

As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. Brands must understand their customers’ expectations and concerns to ensure that they’re correctly applying contextual privacy practices. This report uses Forrester Analytics Consumer Technographics® data to define five consumer segments as well as their attitudes and behaviors relating to companies’ collection and use of personal data.

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