David Truog

VP, Research Director

Forrester Bio

David Truog

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Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

David Truog November 18, 2019
Many companies operate under the idea that "If you innovate it, they will come." Spoiler alert: They won't. Successful innovation relies on empirical research.
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Who Should Design: Blend Democratization, Expertise, And Representativeness

David Truog November 13, 2019
The best CX arises when every employee learns design basics and a pro design team — that's representative of the intended audience — guides the process.
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Deep Design: Designing Well Combines Art And Science

David Truog October 31, 2019
Many firms misperceive design as being about look and feel, but it's mostly about how things work — and its processes are rooted in the scientific method.
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The Design Revolution — And The Six Myths That Undermine Your Design Efforts

David Truog October 28, 2019
Although businesses prioritize design more and more, many undermine their own efforts by falling for six common myths about it.
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The “Be Here Now” Phone: A Conversation With Light CEO Kaiwei Tang

David Truog September 26, 2019
Does time spent on your smartphone sometimes feel like it’s pulling you away from real life? And is the pull hard to resist? There’s a reason it feels that way.
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CX SF 2019: Step Up To The High-Stakes Future Of Experience Design

David Truog July 8, 2019
How do customers judge the quality of experiences? Many firms don't know, which can inadvertently worsen their CX performance.
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Join Us At CX Europe 2018 For Insights Into Customer Understanding And Other Key CX Priorities

David Truog November 1, 2018
Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]
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Join Us At CX SF 2018 For Insight Into Seamless Experience

David Truog August 15, 2018
You know that people’s experiences with your company, your products, and your services make all the difference in whether they decide to stay with you or switch to a competitor. It’s why you strive to make those experiences seamless and immersive — but that’s a tall order, which is why we’re tackling the problem head on […]
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CX Europe 2017: Breakaway Customer Experience

David Truog October 23, 2017
As a CX professional, you’ve surely designed and delivered some experiences you’re proud of, but does your company do it reliably, time and time again? Next month at Forrester’s CX Europe Forum in London, I’ll be joined by 600 CX leaders and innovators to focus on precisely that: How to achieve breakaway CX by transforming […]
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Get ready for the ultra-connected customer to upturn marketing in 2013

David Truog February 14, 2013
Are you thinking hard about what you should be on the lookout for as a marketer in 2013? We think it will be a transformative year. Here’s why. The biggest change we see underway is the amazingly rapid increase in the number of people who access the Internet multiple times a day, from multiple locations, […]
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Can Marketers And IT Work Together To Master The Flow Of Your Customer Data?

David Truog August 23, 2011
Marketers, how are you getting along with IT these days? It matters more than it used to. The job your company expects you to do is more and more entwined with technology. And so are the people in your target market. Our research at Forrester shows almost half of US adults say technology is important […]
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