Customer Insights

Now that consumers have experienced the convenience of online purchasing, shoppers are rethinking the purpose of the in-store experience.

A reemerging sense of community has rekindled consumers' enthusiasm. Brands should match that enthusiasm to maintain strong momentum.

Sixteen months after the World Health Organization declared COVID-19 a global pandemic and more than a year after the US reached the highest number of confirmed COVID-19 cases and deaths globally, consumers are grappling with a mix of conflicting emotions. With the Centers for Disease Control and Prevention’s relaxation of restrictions, the biggest vaccine campaign […]

Our data over the course of 2020 revealed the internal consumer tension between desire and fear. On the one hand, consumers expressed an ongoing appetite for adventure and variety of experience. On the other, closed borders, stay-at-home mandates, and pervasive consumer fears brought the travel industry to a grinding halt. Now that pandemic restrictions have […]

When the COVID-19 pandemic triggered stay-at-home orders and canceled social plans, consumers turned to online media streaming to fill the void. TV/video streaming services touted exclusive content and low prices to lure viewers, and by June 2020, 48% of US online adults had subscribed to at least one streaming service. Our multimodal consumer analysis shows […]

Brands, you’ve got work to do with LGBTQ+ Millennials who, as it turns out, have trust issues with you. The data is hot off the presses from Forrester Analytics Consumer Technographics® Benchmark Survey, 2021 — a survey of close to 200,000 global online adults. Given that it’s Pride Month, I was extra eager to compare […]

CX pros can realize the full benefits of customer data by building a comprehensive CX technology portfolio that weaves in partner tech. Learn more.

It’s impossible not to see how consumers have felt the pressure of the 2020 pandemic. People have faced job losses, extended furlough, or enforced remote work while also managing homeschooling and the social (and psychological) impact of lockdown. Then there were those on the front lines: key workers struggling to do their jobs while COVID-19 […]

Most companies fall short of cracking the mystery of their customers because of a siloed approach to customer understanding. Discover how to break through by uniting quantitative and qualitative research methods.

Most companies know they need to innovate in their products, services, and customer experience (CX) but struggle to do it well. To find out what they’re doing to overcome that challenge, we surveyed organizations about their business priorities — including specifically whether improving their ability to innovate is a priority. Read our findings.

Emotion metrics can be a measure of a customer’s actual loyalty. But only when they're placed in a larger context of customer loyalty metrics. Read more.

Even before the onset of the COVID-19 pandemic, consumers were already facing multiple financial challenges, and many were worried about their financial situation. The pandemic has impacted consumers’ finances further, with many lacking financial resilience and confidence in their financial future. Financial Services Firms Need A Framework To Better Understand Their Customers’ Financial Mindset And […]

After a brief hiatus, the Insights Beat blog series is back, where I will continue to feature and curate the latest research and thought leadership from our business insights, data, analytics, and AI research team. It’s been a fast start to the year, and there is so much amazing research that the team has published […]

Although it’s tempting to view the pandemic as a finite period in time and bucket consumer behaviors into “pre-pandemic” and “post-pandemic” states, over two decades of deep global consumer research remind us it's not that simple.

Technology alone won't drive sustainable competitive advantages. Partnerships, people, products, and processes will factor heavily into four themes that will shape the future of insurance.

Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

Explore what distinguishes an advanced CX measurement program and how to recalibrate your customer experience measurement strategy to achieve more.

Why You Need A New Segmentation Approach To Understand Today’s Investors Wealth management firms commonly segment their clients by investable assets. But this is not enough to help firms decide on new products and services or optimize customer engagement models. Self-directedness is a crucial dimension that reliably predicts many investor attitudes and behaviors (see Figure […]

Is consumer trust disappearing? Join Senior Analyst Anjali Lai to explore why trust isn’t going away. Instead, it’s being earned in new ways and directed toward new entities.