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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 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

    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...

  • Blog Reimagine Mobile To Activate Your Total Brand Experience

    May 10, 2019 | Thomas Husson

    I focus a lot of my research on marketing innovation and have been working on mobile (first as a marketing guy at a telco in 1998, then as an analyst) for more than 20 years. However, it is still...

  • Report Reimagine Mobile To Activate The Total Brand Experience

    A New Mobile Mindset Is Key To Turning Marketing Into A Growth Engine
    May 9, 2019 | Thomas Husson

    From foldable screens to 5G experiences, extended reality, AI, and conversational interfaces, MWC19 Barcelona demonstrated that mobile is still central to marketing innovation. However, most brands...

  • Blog What To Expect From Mobile World Congress 2019 Beyond 5G And Foldable Phones

    February 14, 2019 | Thomas Husson

    For the first time in 15 years, I will not attend Mobile World Congress (MWC). When I mentioned this to some clients, some of them told me, “Yes, you’re right: Mobile is dead. There is no...

  • Blog Customer Experience: France Is Lagging Behind

    February 11, 2019 | Thomas Husson

    After New York City, San Francisco, Sydney, Singapore, and London, Forrester hosted its first event dedicated to customer experience (CX) in Paris. It was a great pleasure for me to host about 150...

  • Blog CMOs: To Get A Seat At The Digital Transformation Table, Command Your Customer’s Experience

    February 5, 2019 | Thomas Husson

    Only 16% of CMOs are responsible for leading the execution of their firm’s digital transformation. Now is the time to rethink your role. Too few CMOs actively lead or are deeply involved in digital...

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