Report

Forrester’s 2021 US Consumer Privacy Segmentation

Understand Your Customers To Build Trust

March 30th, 2022
With contributors:
Emily Collins, Alex Schanne, 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® research to define five consumer segments as well as their attitudes and behaviors relating to marketers’ collection and use of personal data.

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