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For B2C Marketing Professionals

Understand Your Customers To Build Trust: Forrester's 2020 Consumer Privacy Segmentation

Landscape: The Customer Trust And Privacy Playbook

February 5, 2021


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This is the Landscape report in The Customer Trust And Privacy Playbook For 2021.

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. B2C marketers 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. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new Forrester Analytics Consumer Technographics data.

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Table of Contents

  • Privacy Has A Perception Problem
  • Four Primary Attributes Drive Our Privacy Segmentation
  • Meet Forrester's Consumer Privacy Segments
  • Recommendations

  • Modern Marketers: Study Your Customers' Privacy Segmentation
  • Supplemental Material
  • Related Research Documents

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