Search Results

• 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 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 Build Brand To Create Value

  Business Case: The Brand Experience Playbook

  January 6, 2021 | Dipanjan Chatterjee

  Marketing leaders must invest in brand to become customer obsessed. Use our presentation template in this tool to pitch the business case for brand and help your organization win, serve, and retain...

• Report Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

  Continuous Improvement: The Brand Experience Playbook

  December 15, 2020 | Dipanjan Chatterjee

  Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the...

• 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...

• Report Build An Insights-Driven Business

  The Executive Overview Of The Insights-Driven Business Playbook

  December 9, 2020 | Srividya Sridharan, Gene Leganza

  In a hypercompetitive business environment and the post-pandemic world, applying data and analytics at every chance to differentiate products and customer experiences is a prerequisite for success....

• Report Forrester Infographic: Banks Should Engage High-Energy Consumers With Hybrid Experiences

  December 2, 2020 | Xiaofeng Wang

  Consumer energy is the underlying emotional force that drives consumer desire, readiness, and ability to increase engagement with brands. High-energy consumers are strategic for banks in Singapore,...

• Report Forrester Predictions 2021: Accelerating Out Of The Crisis

  October 28, 2020 | Sharyn Leaver

  2020 shattered the status quo. In 2021, advanced organizations will adapt and use the upheaval to forge a competitive edge. Discover your organization's path to success. Read Forrester's 2021...

• Report Apple "Brands Different": Lessons From The World's Most Valuable Brand

  Strategic Plan: The Brand Experience Playbook

  September 4, 2020 | Dipanjan Chatterjee

  Apple is one of the world's most valuable brands. Its unrivalled portfolio, category-defining innovation, legendary design, and, most of all, its rabid fandom, make it one of the most worshipped...

• Report Brands' Success Relies On Relationships With Retailers

  Brands Must Evolve From Suppliers To Partners

  August 17, 2020 | Michelle Beeson

  The pandemic has magnified the importance of digital commerce strategies. For brands, it is not all about direct-to-consumer (D2C). A significant proportion of most brands' revenue comes via...

• Report Vast, Fast, And Relentless: Consumer Buying Enters A New Era

  What B2C Businesses Need To Know To Survive And Thrive In The Next Decade

  August 11, 2020 | Sucharita Kodali, Anjali Lai, Joe Stanhope

  It won't be news to anyone that consumers are more empowered than ever, but it's hard to pin down in precisely what ways they're empowered and how that changes the way businesses must serve them....

• Report It's Time For CMOs To Pay More Attention To Employees

  The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge

  July 27, 2020 | Thomas Husson

  Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain...

• Report Customer Engagement During A Pandemic: Best Practices Illustrated

  Use Our Customer Engagement Checklist To Vet Your Campaign

  July 21, 2020 | Amit Bhatia

  Plummeting sales in the wake of COVID-19 has made relentless customer engagement the new black. As brands flood customers with pandemic-related messages, their quality and relevance can quickly...

• Report Mobile Advertising Trends To Watch

  Take Steps To Prepare Your Strategies Today

  July 20, 2020 | Collin Colburn

  Mobile has drastically changed modern marketing. Mobile is the consumer's primary and preferred device. And marketers are moving spend to mobile in droves. Read this report to understand how mobile...

• Report Now Tech: Merchant Payment Providers, Q3 2020

  Forrester's Overview Of 23 Global Merchant Payment Providers

  July 6, 2020 | Lily Varon

  You can use payment providers to improve payments acceptance and reach, to support new payment models and flows, and for a range of other payment-adjacent services like fraud management and...

• 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 The UK In The Pandemic: How Consumers And Businesses Are Changing

  As The Pandemic Drives A Lasting Shift In UK Consumers' Behaviors And Values, Firms Must Respond In Kind

  June 17, 2020 | Michelle Beeson

  Our new survey, the Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1), studied 1,117 UK online adults to analyze the impact of the COVID-19 crisis. This report synthetizes the...

• 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...

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

• Report Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

  Roadmap: The Brand Experience Playbook

  May 14, 2020 | Dipanjan Chatterjee, Peter Wannemacher

  Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report How The COVID-19 Crisis Is Affecting Consumer Behaviors In France

  Anticipate The New Normal And Embrace Transformations On Steroids

  May 11, 2020 | Thomas Husson

  Forrester recently surveyed more than 1,100 French online adults to analyze the impact of the COVID-19 crisis among consumers in France. This report offers CMOs and other executives a first glimpse...

• Report Interactive Tool: Determine Your Company's Strategy For Values-Based Customers

  Win Customers Who Consider Firms' Moral, Political, And Social Values When Making Buying Decisions

  April 10, 2020 | Rick Parrish

  Brands' moral, social, and political values are now a core issue for most consumers and employees. Unfortunately, companies lack a systematic values strategy, leading to high-profile flubs. Our new...