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  • Thomas Husson

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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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  • Blog Apple Keynote

    September 14, 2020 | Thomas Husson

    Apple’s “Time Flies” keynote will take place tomorrow, September 15, live from Apple Park: https://www.apple.com/apple-events/. I’ve been following Apple keynotes for many...

  • Blog It’s Time For CMOs To Pay More Attention To Employees

    August 26, 2020 | Thomas Husson

    CMOs are fully aware of the importance of customer data. The employee data tsunami is less obvious, though. Expect the lines between employee and customer experiences to blur. CMOs often own...

  • Blog The Myth Of A World After: A European Recovery Perspective

    August 24, 2020 | Thomas Husson

    Expectations of a world after COVID-19 and the new normal have been exaggerated. Human nature shows us that bad habits often overcome good intentions. Yes, of course, consumers have massively and...

  • 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...

  • Blog De la Crise à la Résilience

    June 25, 2020 | Thomas Husson

    Je suis toujours circonspect quand on utilise le terme « résilience » car je l’associe comme beaucoup aux travaux du neuropsychiatre Boris Cyrulnik. J’ai donc relu son interview aux Echos où il...

  • Blog Le futur du travail commence maintenant

    May 26, 2020 | Thomas Husson

    Depuis plusieurs années, Forrester analyse l’évolution de ce que les anglo-saxons appellent communément «the future of work », un terme souvent incompris qui se résume trop souvent par la...

  • 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...

  • Blog Sortir du confinement pour entrer dans la crise

    May 11, 2020 | Thomas Husson

    Bien qu’il y ait déjà plus de 12 millions de chômeurs partiels, de nombreux français ne semblent pas encore réaliser l’ampleur de la récession économique qui s’installe. Ils vont sortir...

  • Blog COVID-19 Europe Outlook: Brands Must Adapt To Consumers’ New Focus On Values

    April 30, 2020 | Thomas Husson

    The etymology of the term “crisis” refers in Latin to a “turning point in a disease, that change which indicates recovery or death” but comes in fact from the ancient Greek...

  • Blog Anticiper le monde d’après

    April 8, 2020 | Thomas Husson

    La crise que nous traversons, comme toute crise, est un moment unique pour prendre du recul et revenir à l’essentiel. Ce grand entretien de Pascal Picq, paléontologue, dans les Echos, est fascinant...

  • Blog How European Employees Feel About The Coronavirus Now

    April 7, 2020 | Thomas Husson

    Our #pandemicEX research project has now completed its first field period in Europe. From March 25 to March 27, we fielded a survey to a random sample of 1,032 European adults who work part- or...

  • Blog Disney+ To Reset The Streaming War In Europe Amid The COVID-19 Crisis

    March 19, 2020 | Thomas Husson

    *Updated (March 20) Because of the massive increase of Internet traffic and the risk of network saturation due to COVID-19, the French government and several telcos have asked Disney+ to postpone...

  • Blog Explore Computer Vision To Boost Your Brand

    February 21, 2020 | Thomas Husson

    The importance of logos, visuals, pictures, and videos is nothing new to advertising and marketing. However, the dramatic explosion in the number of consumer mobile devices with cameras and in the...

  • Blog Tendances 2020

    February 5, 2020 | Thomas Husson

    A l’occasion de sa seconde conférence à Paris dédiée à l’innovation technologique au service de l’expérience client et collaborateur, Forrester a réuni une centaine de dirigeants des plus grandes...

  • Report Computer Vision Makes Contextual Marketing More Powerful

    CMOs Should Prepare For The New Marketing Opportunities That AI Vision Technologies Create
    February 4, 2020 | Thomas Husson

    AI-powered computer vision provides access to a visually rich array of customer insights, creates new customer experiences, and drives emotional engagement. This report helps CMOs understand and...

  • Blog AI Is A New Kind Of Creative Partner

    December 20, 2019 | Thomas Husson

    Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media’s measurability have driven the...

  • Report AI Is A New Kind Of Creative Partner

    Data Promises To Enhance Creative Capability And Capacity
    December 20, 2019 | Thomas Husson

    Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

  • Blog Twenty Mobile Trends For 2020

    December 8, 2019 | Thomas Husson

    I have just published a post sharing some of our marketing predictions for 2020. It made me realize that Forrester no longer publishes dedicated “mobile” predictions. Why? Because mobile has simply...

  • Blog 2020 Marketing Trends

    December 6, 2019 | Thomas Husson

    In the past three weeks, I have shared the key findings of our predictions research to different clients and at some Forrester events in London and in Amsterdam. It is always interesting to...

  • Report Predictions 2020: Europe

    Europe Will Deliver Regulatory Leadership Amid Uncertainty
    November 4, 2019 | Martha Bennett, Dan Bieler, Thomas Husson

    In 2020, European firms will grapple with increased volatility on both the economic and geopolitical fronts, and Germany's industrial firms, Digital China, and regulators will capitalize on the...

  • Report Predictions 2020: The Internet Of Things

    IoT Will Propel Smart Displays, 5G, Product Ransomware Attacks, Supply Chains, And New Business Models
    November 1, 2019 | Frank Gillett, Michele Pelino, Paul Miller

    This report shares Forrester's five 2020 predictions to help CIOs and their business counterparts tackle the rapidly changing internet-of-things (IoT) landscape to deliver and enable connected...

  • Report Predictions 2020: Agencies

    The Cumulation Of Many Pressures Forces Agencies To Upgrade

    CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

  • Report Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

  • Report CMO-CIO Collaboration: Resolving The Paradox

    The Relationship Destined To Maximize Your Business
    August 20, 2019 | Thomas Husson

    Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT...

  • Report Marketing's Business Imperative: Prioritize Innovation

    Introducing Forrester's Marketing Innovation Scorecard
    July 30, 2019 | Thomas Husson

    Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing...

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