Trends Report

Four Myths About Consumer Emotion That Are Leading You Astray

A Consumer Technographics® Report

June 19th, 2017
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


Companies that struggle to resonate with customer emotions often lack an understanding of how those emotions work; they're trapped in the belief that technology is functional, not emotional. We can see why: Long-standing stereotypes about emotion lead to unchallenged but false assumptions among marketers and CX professionals. Using Forrester's Technographics 360 methodology, we debunk four myths to prove that emotion is the most critical factor in connecting with customers and why technology enables that emotional connection.

Want to read the full report?

This report is not available for purchase at this time.

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.