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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 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...

  • 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 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 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 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...

  • Webinar The State Of Consumers And Technology

    Consumer Technographics® And Business Technographics®
    February 25, 2020 | Anjali Lai

    Take a pulse of technology attitudes and behaviors today, and you’ll see consumers lamenting the abundance of technology and idealizing digital detoxes. However, zoom out to observe how...

  • Report Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook
    February 10, 2020 | Lori Wizdo, Jessica Liu

    Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

  • Report How To Build Your Company's Customer Obsession Strategy

    Audit Your Current Ops Against Your Future Vision To Know What To Change
    January 31, 2020 | Shar VanBoskirk

    Most firms aren't yet customer obsessed, but that's not because they don't understand the concept. (We've been writing about it for 10+ years!) Leaders don't know how to operationalize customer...

  • Report Brand Spotlight: The Best And Worst Of 2019

    January 13, 2020 | Dipanjan Chatterjee

    This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

  • Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    January 10, 2020 | Dipanjan Chatterjee

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  • Report Dial Up Consumers' Emotional Energy To Drive Innovation Adoption

    Forrester's Consumer Energy Index In Singapore
    January 2, 2020 | Anjali Lai, Xiaofeng Wang

    Empowered consumers look unstoppable: They latch onto new experiences faster than innovators can generate them. Nearly half of online adults in Singapore are Progressive Pioneers, the most...

  • Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    December 17, 2019 | Srividya Sridharan, Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    November 26, 2019 | Melissa Parrish

    Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    November 22, 2019 | Caroline Robertson, Brigitte Majewski

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

  • Report Make Meaning For Consumers And Employees To Drive More Success

    Unlock Customer Value By Understanding What Your Brand Means
    November 20, 2019 | Anjali Lai

    Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand...

  • Report The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift
    November 8, 2019 | Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still...

  • Report Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook
    October 28, 2019 | Keith Johnston

    True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must...

  • Report Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation
    September 13, 2019 | Mary Pilecki

    Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common...

  • Report Operating A Customer-Obsessed Enterprise

    Know What To Pivot At Your Firm
    September 12, 2019 | Shar VanBoskirk

    Eight years into the age of the customer, just 15% of enterprises are customer obsessed. Our research finds that executives agree with the idea of customer obsession — they just struggle to put it...

  • Report Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation
    July 26, 2019 | Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

  • Report Agile Methodology Embeds Customer Obsession In Marketing

    Intermediate Level: Process Practices For The Marketing Innovation Playbook
    July 1, 2019 | Ryan Skinner

    Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard....

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