What It Means: A Forrester podcast

Each week, the What It Means podcast invites Forrester analysts to discuss the latest trends and challenges to help business and technology leaders make bold decisions and become truly customer-obsessed. Topics range from tech-driven innovation and CX design to B2B buying trends and marketing planning. Listen now and subscribe to get a new episode each week. Got a comment or question? Email our team at podcast@forrester.com.

Latest Episodes


Multicloud Strategy By Design Or By Accident?

What It Means 4 hours ago
As more organizations branch out to use multiple cloud platforms and providers, the question becomes: Is there a strategy behind your multicloud decisions, or do they just happen? In this episode, Principal Analyst Lee Sustar and Senior Analyst Tracy Woo discuss the important differences.

Will Web3 Live Up To Its Promise?

What It Means May 19, 2022
Web3 proponents have a grand vision of a fairer internet. But will it ever become reality? VP, Principal Analyst Martha Bennett examines both sides of this complex question.

The Business Case For Inclusive Design

What It Means May 12, 2022
Why has inclusive design become so important? On this episode of What It Means, Principal Analyst Gina Bhawalkar and UX Researcher Senem Biyikli delve into the multi-faceted benefits of inclusive design.

Marketing And The Metaverse

What It Means May 5, 2022
Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.

European Skill Clusters: A Solution To The Tech Talent Crunch?

What It Means April 28, 2022
With the tech talent crunch in Europe creating urgent challenges, business and technology leaders are looking beyond their local regions to fill their skills gaps. On this episode, Principal Analyst Dan Bieler and VP, Research Director James McQuivey discuss a new report that identifies and ranks Europe’s top talent regions, or “skill clusters.”

Content Localization Is A Competitive Differentiator

What It Means April 21, 2022
Tailoring content for regional buyers is key to good customer experience, yet many global B2B companies don’t give it the attention it deserves. On this week’s What It Means, Principal Analyst Kathleen Pierce explains what a good content localization strategy entails and previews research that she’ll unveil at Forrester’s B2B Summit North America.

How B2B Firms Are Redefining Purpose

What It Means April 14, 2022
Following the lead of their B2C counterparts, B2B firms are embracing brand values and a broader notion of purpose. What’s at stake, and where do companies’ intentions fall short? On this week’s episode, Vice Presidents Nancy Maluso and Jennifer Ross weigh in and give a preview of their keynote session at Forrester’s B2B Summit North America.

What’s Next For Customer Loyalty?

What It Means April 7, 2022
Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.

Who Owns EX?

What It Means March 31, 2022
Employee experience is a vital function without a home in most organizations. In this episode, Principal Analysts Katy Tynan and David Johnson debate where the EX function should reside.

Assessing The Risks Of Emerging Technologies

What It Means March 24, 2022
As a CIO, do you dread talking to your chief risk officer about emerging technologies? In this episode, you’ll learn how to lead that conversation effectively from Principal Analysts Renee Murphy and Sara Watson.

The High Cost Of Skipping User Research

What It Means March 17, 2022
What's the biggest mistake CX orgs make? Listening to their gut. If you want to design experiences that strengthen customer loyalty, listen to this episode about user research featuring Senior Analyst AJ Joplin.

The Key To Elevating IT’s Role? Its Operating Model

What It Means March 10, 2022
What’s the missing ingredient for an IT organization to deliver value in a customer-obsessed company? It may well be your operating model. Learn more as Principal Analyst Fiona Mark and VP, Principal Analyst Bobby Cameron discuss transforming your IT operating model.

The Dawn Of A New Era In Healthcare

What It Means March 3, 2022
The past two years have shaped healthcare in profound and irreversible ways. In this episode of What It Means, Senior Analyst Natalie Schibell discusses the major shifts and what the future holds.

Seeking Adaptivity? Lose The Jobs

What It Means February 24, 2022
How can your organization become more adaptive? Stop hiring for jobs. Principal Analyst Katy Tynan and VP, Principal Analyst J. P. Gownder break down Forrester’s new “no more jobs” talent model.

Automation’s Profound And Complex Impact On EU Jobs

What It Means February 17, 2022
Will increased automation add to job losses in the Europe-5 countries or help diffuse a demographic time bomb? Analyst Michael O’Grady discusses our forecast for the future of jobs in Europe.

Avoid The Chatbot How-Can-I-Help-You Problem

What It Means February 10, 2022
The problem with chatbots can be summed up in one sentence: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, invest in experience design, says VP, Principal Analyst David Truog on this episode of What It Means.

Bias In AI: Avoiding An Algorithmic Debacle

What It Means February 3, 2022
Are all algorithms inherently biased? Of course not, but the risk of AI gone wrong is a real one for many organizations. Find out why as VP, Principal Analyst Brandon Purcell discusses fairness in AI.

Tech Trends To Watch In 2022

What It Means January 27, 2022
Forrester analysts provide their 2022 predictions for AI, automation, cloud, and internet of things (IoT) in this special edition of What It Means.

Predictions 2022: The Future Of Work Has Arrived. Now What?

What It Means January 20, 2022
The future of work became unexpectedly real during the pandemic. Find out how work will evolve in 2022, as VPs James McQuivey and J. P. Gownder dig into our 2022 predictions for the future of work.

How To Make Sense Of, And Get The Most From, Sales Technology

What It Means January 13, 2022
Today’s sales technology can improve nearly every aspect of selling — if it’s chosen wisely. This week, VP and Senior Research Director Phil Harrell discusses how B2B sales leaders should evaluate tech tools to make the right choices for their organization. He also introduces Forrester’s new Ask A Sales Leader podcast, which will feature interviews with sales executives on a wide range of sales topics.