Vision Report

Champion The Customer By Understanding The Human Picture

Unlock Consumer Insights That Elevate The Customer Experience

August 2nd, 2021
Jim Nail, null
Jim Nail
Anjali Lai, null
Anjali Lai
With contributors:
Emily Collins , Lexie Lawhon , Christine Turley


Brands don’t only serve “consumers”; they serve human beings. Companies need to develop a human picture of their key buyer segments that gives life to raw data such as demographics; they need to depict the customer journey with a rich description of the motivations and barriers people encounter. This report helps marketing execs understand how The Forrester Human Picture Model enables all consumer-facing functions to operate from the same understanding to provide consistent messages and customer experiences.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.