Trends Report

Empowered Customers Demand Contextual Privacy

A North American Consumer Technographics® Report

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


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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