What It Means

Forrester Senior Analyst Anjali Lai shares why companies need to think about customers in the context of their motivations (not just demographics or current behaviors) and measure predictive factors to get ahead of rising customer expectations and potential churn.

Vice President and Principal Analyst Dipanjan Chatterjee discusses the evolution of brand management — and why legacy brand frameworks no longer cut it in the age of the customer.

Forrester Vice President and Principal Analyst Julie Ask shares what’s in the way for most companies trying to transform digitally — and provides a new way of thinking and working to gain momentum.

Forrester Vice President and Principal Analyst Frank Gillett provides a structured view of IoT — what it is, how to use it, and why you should.

Bestselling author and Stanford professor Chip Heath examines how identifying and building “defining moments” is changing the game for experience design and financial performance.

Forrester Analysts James McQuivey and Keith Johnston continue their discussion on the end of interruption-based advertising and reveal who the winners and losers will be in this new world.

Forrester Analysts James McQuivey and Keith Johnston describe a seemingly inevitable shift in advertising: from interruptive ads to experience-driven relationships.

Carnival Corporation’s Chief Experience and Innovation Officer John Padgett shares how Carnival is using technology to revolutionize the way we travel.

Forrester Principal Analyst Jim Nail shares how brands can align with consumers’ values to win their hearts and wallets.

Forrester Principal Analyst Fatemeh Khatibloo examines the impact of the new General Data Protection Regulation (GDPR), which rewrites privacy rules and converts privacy as a human right to a force of market disruption.