Essentials Report

Forrester’s Essential Research For Approaching Consumer Personalization

March 18th, 2024
With contributors:
Emily Collins , Bruna Venicio , Christine Turley


Despite companies’ obsession with personalization, consumers don’t feel that companies create relevant experiences for them. Companies must understand consumer appetite for personalized interactions, develop a strategy, audit their data, coordinate technology, and have a measurement plan. This report helps companies navigate Forrester’s key consumer personalization research.

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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.