Vision Report

Champion The Customer By Understanding The Human Picture

Unlock Consumer Insights That Elevate The Customer Experience

August 2nd, 2021
Jim Nail
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.