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


The Trouble With Thought Leadership

What It Means June 30, 2022
Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can create it.

Why Are Brands Funding Misinformation?

What It Means June 23, 2022
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.

The Customer Obsession Balancing Act For B2B Firms

What It Means June 16, 2022
B2B companies that center their strategies and operations on customers far outperform their less customer-focused peers. Still, when it comes to customer obsession, more isn’t always better. Analysts Amy Bills and Nick Buck explain on this week’s podcast why customer obsession means finding a balance.

The Best And Worst Security Practices From Around The World

What It Means June 9, 2022
The fact is, no business can stop every breach. So is it time to shift to a “post-breach” resilience strategy? Analyst Allie Mellen thinks so. This week, she discusses the best — and worst — security practices from various global regions.

The Two Sides Of Technology’s Environmental Impact

What It Means June 2, 2022
Is emerging tech the cause of or the solution to the climate crisis? The answer is complicated. In this episode, Analyst Abhijit Sunil and VP, Research Director Glenn O’Donnell debate the benefits and impacts of emerging tech on the environment.

Multicloud Strategy By Design Or By Accident?

What It Means May 26, 2022
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.