Trends Report

Empowered Customers Demand Contextual Privacy

A North American Consumer Technographics® Report

April 6th, 2017
AL
Anjali Lai
GF
Gina Fleming
FK
Fatemeh Khatibloo
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan

Summary

Your consumers are ready for (if not demanding) innovation more than ever before — but they won't blindly embrace experiences at the expense of their data privacy. Instead, increasingly empowered consumers are informed about corporate data practices and make deliberate choices regarding when, where, and why they disclose personal information to brands. Here, we leverage the power of two Forrester frameworks, the Empowered Customer and Consumer Privacy segmentations, to profile key attitudes and behaviors that marketers must account for when securing the Holy Grail of customer trust.

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