Brandon Purcell, VP and Principal Analyst


Business decision-makers have a lot of technology at their fingertips to help guide their thinking. But if you think the latest algorithms will get you off the hook for making decisions altogether, think again. In a preview of his keynote from the upcoming Data Strategy & Insights event, VP and Principal Analyst Brandon Purcell discusses how business leaders can and should be making decisions in a technology-enabled world.

The episode starts with Purcell describing how technology will support decision-making in the future, emphasizing that human beings will remain the ultimate decision-maker. To help illustrate that point, he points to the first phase in Forrester’s Anatomy Of A Decision Framework, which is “Framing The Decision.” In that phase, a human has to define the desired outcomes, which affect all of the decisions made after that.

From there, Purcell walks through the other steps in the framework that can help make decision-making more structured and deliberate. He specifically calls out the phases where technologies like generative AI and machine learning play a bigger role and uses real-world examples of how firms are using these technologies in their decision-making. For example, the “gathering information” phase is one where technology can play a more prominent role in capturing and analyzing data to help support the decision, but in other phases (“choose among alternatives,” for example), a human must be at the wheel.

To hear more about this topic, catch Purcell’s keynote, entitled Dissect The Anatomy Of Decisions To Improve Your Business Health, at the upcoming Data Strategy & Insights event on September 14. He’ll dive deep into the seven steps in the framework so you can easily apply them to your own business decisions.