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FORRESTERNOW

As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report The Customer-Obsessed Leader, 2021

    Lead People (Employees) To Obsess About People (Customers)

    A third of US workers believe their company demonstrates customer obsession in how it develops employees, takes responsibility for customer obsession, and gives workers the resources to meet...

  • Report Customer Obsession Explained

    Your Guide To Understanding Customer Obsession And Why It Matters To Your Business
    May 3, 2021 | Shar VanBoskirk

    Don't delay adopting customer obsession any longer. Your competitors that put the customer at the center of their leadership, strategy, and operations enjoy stronger revenue growth, more satisfied...

  • Report Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

    April 19, 2021 | Shar VanBoskirk

    In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a paradox emerged: Behavioral responses to email...

  • Report Case Study: How Verizon Accelerated A Five-Year EX Strategy During The Pandemic

    April 12, 2021 | Angelina Gennis

    Fifty-three percent of US workers want to work remotely at least somewhat even after the pandemic, but just 52% of remote workers believe their companies provide the resources needed for remote...

  • Report European Leaders Must Focus On Five Priorities In 2021

    Leaders Must Master Hybrid Customer And Employee Experiences As Europe Rolls Out The COVID-19 Vaccine

    Against a backdrop of economic uncertainty, social unrest, and changing market dynamics, vaccines promise to move us into a future without COVID-19. But this won't happen overnight. European...

  • Report The CMO's Guide To Green Marketing

    CMOs At Green Brands Go Beyond Marketing Fundamentals
    April 7, 2021 | Thomas Husson

    CMOs at green brands execute authentic sustainability efforts to move from storytelling to storymaking. They truly understand their customers' emotions, demonstrate empathy, innovate with new...

  • Report Intelligent Creativity Energizes Marketing Productivity

    Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation
    March 1, 2021 | Jay Pattisall

    Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently...

  • Report Firms With Advanced Marketing Teams Grow Faster And Focus On People

    Landscape: The Experience-Led Marketing Playbook
    February 22, 2021 | Mary Pilecki

    Using data from the Forrester Analytics Business Technographics® Marketing Survey, 2020, which assessed the marketing innovation maturity of firms around the world, this report offers CMOs insights...

  • Report Geopolitical Disruption Demands Local Trust

    CMOs At Global Brands Must Pivot To Truly Multilocal Operations
    February 11, 2021 | Thomas Husson

    Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

  • Webinar Consumer Outlook On 2021

    February 4, 2021 | Anjali Lai, Martin Gill

    2020 will be remembered as a transformational year in world history; now, the decisions, actions, and innovations that occur in 2021 will set the trajectory for pandemic recovery and rebound that...

  • Report The State Of Consumers And Technology, 2020

    Increasingly Intimate Technologies Spark The Next Mind Shift
    February 2, 2021 | Anjali Lai

    Technology became a lifeline for consumers during the crises of 2020: Consumers now spend more time using more devices for more sophisticated tasks. What is the result of this intense reliance on...

  • Report Build The Business Case For Your Digital Investments

    The Business Case Report In The Digital Business Playbook
    January 27, 2021 | Dan Bieler

    You can only improve what you can measure. Businesses must be able to calculate the return on digital investments to justify them. But calculating a precise ROI for digital transformation at the...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    January 20, 2021 | Melissa Parrish

    Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

  • Report Empowered Consumers Go Green

    Empowerment Drives The Sustainability Transformation
    January 19, 2021 | Anjali Lai, Salvatore Schiano

    The past 20 years has enabled consumers to buy more products from more places more cheaply, but consumers feel unfulfilled. The rapid escalation of self-centered experiences has ignored a core...

  • Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

  • Report Prioritize The Tech That Paves The Path To People-First Marketing

    Tools And Technology: The Experience-Led Marketing Playbook
    January 12, 2021 | Stephanie Liu

    CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

  • Report Research Overview: Emotion

    A Guide To Our Emotion-Related Research
    January 11, 2021 | Jim Nail, Sarah Dawson

    Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

  • Report To Win And Retain Consumers During The Pandemic, Start With Empathy

    Demonstrate Empathy By Designing For Unique Customer Risk Profiles
    December 17, 2020 | Anjali Lai, Martin Gill

    Within the COVID-19 crisis are the seeds of transformation: The boldest leaders will not only adapt their businesses; they will use insights to get closer to their consumers and understand their...

  • Report The Future Of The Empowered Consumer In The US

    The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose
    December 15, 2020 | Anjali Lai

    People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer surveys to measure the drivers and...

  • Webinar Empowered Consumers Go Green

    December 14, 2020 | Anjali Lai, Salvatore Schiano

    Conversations about the climate have ebbed and flowed for decades, yet 2020 marks a turning point where the combination of escalating climate hazards, a global pandemic, and a newfound consumer...

  • Webinar Consumer Predictions 2021

    December 11, 2020 | Anjali Lai

    The crises of 2020 will lead to further fragmentation among already-divided consumers and tensions for brands. Businesses will not survive the harsh climate of 2021 without tuning into key changes...

  • Webinar CMO Predictions 2021

    What The Best CMOs Will Do In 2021
    December 8, 2020 | Shar VanBoskirk

    Brace yourself. 2021 will be a rocky follower to roaring 2020. Expect another year of reduced media expenditures, scanty teams, lean tech and agency partner networks, and the continued vacancy of...

  • Report How The COVID-19 Crisis Is Impacting Consumer Behaviors In Italy

    Italian Consumers Are Asking Firms To Start Their Digital Transformation Right Now
    June 22, 2020 | Enza Iannopollo

    After several weeks of lockdown due to the COVID-19 pandemic, we asked Italian online adults how they feel about the virus and the economy as well as how their behavior is changing in response to...

  • Report Use Your Brand To Energize The Employee And Customer Experience

    Organization: The Brand Experience Playbook
    June 15, 2020 | Dipanjan Chatterjee

    To recruit the right talent, support engaged employees, and create the most ardent brand ambassadors, firms must address their employee experience just as they would the traditional brand...

  • Report The Brand Experience Assessment Report

    Assessment: The Brand Experience Playbook
    June 15, 2020 | Dipanjan Chatterjee

    The modern customer has high expectations of the companies with which they do business, so brands are on the hook to deliver consistent experiences across all touchpoints. This requires firms to...

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