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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 The Forrester Tech Tide™: Zero Trust Threat Detection And Response, Q2 2021

    Seventeen Technologies Underpin Zero Trust Detection And Response

    Zero Trust threat detection and response is increasingly critical to firms' ability to win, serve, and retain customers. To accelerate their performance in threat detection and response, companies...

  • Report US Tech Market Outlook For 2021 And 2022

    Pandemic Progress And Healthy Stimulus Lead The Way To 6% Tech Growth In 2021
    April 26, 2021 | Andrew Bartels

    The outlook for the US economy and the US tech market is distinctly brighter than it was in December 2020, thanks to progress with COVID-19 vaccines and over $2 trillion in Federal economic...

  • Report Modern Smart Applications Are Transforming Supplier Value Management

    SVM Vendors Are Using AI To Liberate Sourcing Professionals By Automating Mundane Tasks
    April 21, 2021 | Duncan Jones

    The software category that Forrester calls supplier value management (SVM) is seeing a wave of innovation, from both established players and VC-backed new entrants, using various types of AI. The...

  • Report Wearables Are For Consumers — Not Doctors

    Doctors Don't Need Or Want The Data
    April 20, 2021 | Julie Ask

    Consumer wearables and the data that they generate help consumers with their own health and wellness. While physicians may occasionally rely on data from consumer wearables to find evidence of...

  • 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 New Tech: Zero Trust Network Access, Q2 2021

    Forrester's Landscape Overview Of 34 Providers
    April 19, 2021 | David Holmes

    Zero Trust network access (ZTNA) is the signature security technology of the pandemic. While modestly unchaining users from their antiquated VPN technology, it has inspired organizations to...

  • Report Understand Your Customers To Help Improve Their Financial Well-Being

    Financial Well-Being: Use This Segmentation To Develop Your Financial Well-Being Strategy
    April 14, 2021 | Aurelie L'Hostis

    Consumers face multiple financial challenges, and many are worried about their financial situation. Various attitudinal, situational, and external factors can impact an individual's financial...

  • Report Brands: Gauge The Size Of Your Digital Commerce Prize

    Assessing The Digital Commerce Opportunity For B2C Branded Manufacturers
    April 9, 2021 | Michelle Beeson

    Consumer-facing brands need digital commerce, but their opportunities aren't equal. Some brands' digital commerce strategy will prioritize direct-to-consumer sales across their own digital...

  • Report The 10 Core Competencies You Need To Be Future Fit

    April 6, 2021 | Brian Hopkins, Bobby Cameron, Patrick Carroll

    You need to be future fit to deliver great experiences for your customers and employees. To help you understand how to become future fit, we examined our North American 2020 Future Fit Technology...

  • Report Digital Experience Priorities In The Next Two Years

    A Series Of Executive Conversations On Digital Experiences
    April 1, 2021 | Julie Ask

    "When you look forward two years, how will you describe your digital experiences? What is the next leap forward?" This report shares these perspectives from our "Digital Experience Executive...

  • Report The State Of Digital Experiences

    A Series Of Executive Conversations On Digital Experiences
    April 1, 2021 | Julie Ask

    "How would you describe the state of your company's digital services or experiences today for consumers?" This report shares these perspectives from our "Digital Experience Executive Conversations"...

  • Report The Use Of Emerging Technologies In Consumer Digital Experiences

    A Series Of Executive Conversations On Digital Experiences
    April 1, 2021 | Julie Ask

    "How is your organization using emerging technologies? Is doing so a priority?" This report shares these perspectives from our "Digital Experience Executive Conversations" series, in which...

  • Report The Consumer Behaviors That Will Endure After The Pandemic

    Why Marketers Have Been Measuring The Wrong Things, And Which Insights Matter The Most This Year
    March 31, 2021 | Anjali Lai

    As the world starts to recover, leaders are asking burning questions about consumers: Are changes here to stay? Which trends are fleeting; which are permanent? What is the new normal? While we...

  • Report Consumer Banking Trends In 2021

    Five Trends Shaping The Next Generation Of Retail Consumer Banking
    March 30, 2021 | Alyson Clarke

    The COVID-19 pandemic has both accelerated and initiated changes to consumer behavior and the retail banking landscape that will be felt for many years to come. It has accelerated the entrance of...

  • Report Now Tech: Data Masking, Q1 2021

    Forrester's Overview Of 18 Data Masking Providers
    March 29, 2021 | Heidi Shey, Noel Yuhanna

    You can use data masking to protect sensitive data by obfuscation, become significantly more productive, and support various compliance mandates. But to realize these benefits, you'll first have to...

  • Report The Forrester Wave™: Virtual Care Platforms For Digital Health, Q1 2021

    The 13 Providers That Matter Most And How They Stack Up
    March 23, 2021 | Arielle Trzcinski

    In our 28-criterion evaluation of virtual care platform providers, we identified the 13 most significant ones — Amwell, Bright.md, doxy.me, eVisit, Microsoft, Philips, Qure4u, Teladoc Health,...

  • Report Greener Consumers Demand Sustainable Brands

    The Green Revolution Will Drive The Next Wave Of Business Transformation
    March 22, 2021 | Thomas Husson

    Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace...

  • Survey Forrester Analytics Business Technographics® Priorities And Journey Survey, 2021

    March 15, 2021

    Survey Topics Technology involvement Budget questions Technology breakout Change in technology spending Priorities and priority actions IT and technology priorities Industry-specific...

  • 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 Know Your Social Media Audience In 2021 — And If They Want To Interact With You

    Landscape: The Social Marketing Playbook
    January 29, 2021 | Jessica Liu, Sarah Dawson

    The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

  • Report Improving CX Through Business Discipline Drives Growth

    The Vision Report In The CX Transformation Playbook
    January 25, 2021 | Harley Manning, Rick Parrish

    As power shifts from businesses to customers, more firms respond by transforming their customer experience (CX) in an effort to retain or gain market share. That's a rational response because CX...

  • Report Transform The Contact Center For Customer Service Excellence

    Executive Overview: The Contact Centers For Customer Service Playbook
    January 15, 2021 | Kate Leggett

    Customer service is at a tipping point. Customers contact enterprises more often and via more channels; they shift between channels seamlessly and even use multiple channels simultaneously....

  • 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 Adopt Agile And DevOps To Drive Digital Business Success

    Executive Overview: The Modern Application Delivery Playbook
    January 6, 2021 | Chris Gardner, Jeffrey Hammond

    Every business is now a digital business. Companies are scrambling to respond to consumers' higher expectations and nimbler competitors. Application development and delivery (AD&D) organizations...

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