Trends Report

Understand Emotion To Drive Technology Engagement

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

August 9th, 2017
AL
Anjali Lai
JS
Juan Salazar
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

Empowered customers have kicked the innovation race into a new gear. But to design technology products and experiences that consumers will adopt, customer insights professionals must look beyond demographics, behaviors, and attitudes and measure the emotions that drive product interaction. Here, we introduce Forrester's Emotion Evaluator, which adds another layer of predictive insight to the market researcher's toolkit. We also show why emotional analysis is critical to anticipating technology uptake, using virtual reality as an example.

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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.