Trends Report

Brief: Forrester's Empowered Customer Segmentation Applies Across Industries

North American Consumer Technographics®

September 21st, 2016
AL
Anjali Lai
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

The pursuit of novel and emotionally satisfying experiences combined with a growing number of devices, digital services, and information sources is giving customers a sense of empowerment that brands everywhere must contend with. While these aspects of customer evolution impact every industry, the ways in which they influence behavior differ by vertical. This report leverages Forrester's Empowered Customer Segmentation to show how the most rapidly evolving US customers behave across industries like retail, media, travel, finance, and insurance.

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