Trends Report

The Value Of Company Values

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

May 28th, 2015
With contributors:
Reineke Reitsma , Fatemeh Khatibloo , Theresa Pappafotopoulos , Xiaotong Duan

Summary

Today, consumers have more information and connections in the palm of their hand — and they have more brand options to choose from in an increasingly crowded marketplace. In this new environment, company values have the potential to differentiate brands from their competitors and win consumers' hearts and business. However, determining when and why company values play into a customer's decision is complex. In some cases, consumers' value-based intentions give way to competing factors like price and easy access; in other cases, the importance of company values dominates. This report leverages Forrester's Technographics 360 multimethodology research approach to evaluate when, why, and how company values play a role in consumers' purchase decisions.

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