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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 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...

  • 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 Differentiate Your Business With Digital

    The Executive Overview Of The Digital Business Playbook
    February 12, 2020 | Martin Gill

    To compete in the age of the customer, your firm must become a digital business. As a digital business leader, it's your job to shape how. You must enhance your digital customer experience while...

  • 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...

  • 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 Build A Brand That's Ready For Voice

    Tools And Technology: The Brand Experience Playbook
    December 30, 2019 | Dipanjan Chatterjee

    As voice becomes pervasive in brand experience, marketers must build a brand that's ready to embrace it. In our research, we tested brand interactions in six categories, five brands, and with over...

  • 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 Predictions 2020: The Customer In 2020

    Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose
    October 28, 2019 | James L. McQuivey, Anjali Lai

    CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking...

  • Report Give Your Brand A Voice — Literally

    Vision: The Brand Experience Playbook
    August 12, 2019 | Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

  • 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...

  • 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...

  • Report Breakthrough Or Bust: A Formula For Consumer Readiness

    Introducing Forrester's Consumer Energy Index
    April 11, 2019 | Anjali Lai

    Empowered consumers look like an unstoppable force: They latch onto new experiences faster than innovators can generate them. CMOs know the pain of failing to win their attention, lead them to...

  • Report CMOs: Define Your Role In Digital Transformation

    To Get A Seat At The Table, Command Your Customer's Experience
    February 4, 2019 | Thomas Husson

    Too few CMOs actively lead or are deeply involved in digital transformation. CIOs, COOs, and CDOs have filled the gap but don't represent the voice of the customer or bring the vitality that the...

  • Report Join The Conversation To Build Customer Relationships

    Turn Voice And Language Innovation Into A Conversational Strategy
    October 15, 2018 | Thomas Husson

    After the web and the app eras, we're now entering a period where natural language will take over from computer language. This will accelerate the need for brands to create personalized dialogues...