customer insights

Thirteen percent of UK adults have seen their income (hours and/or wages) reduced due to COVID-19. This is impacting their ability to spend and meet financial commitments: Around half have reduced spending to the minimum, and 10% have missed a bill or loan payment.

Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]

Even before the COVID-19 outbreak, our research showed that US consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,122 US online adults in April 10–15, 2020 and found that US consumers: Are already feeling the impact of […]

To measure precisely what kind of emotional toll COVID-19 is taking on consumers — and how current consumer sentiment will influence imminent behavior — we are applying Forrester’s Consumer Energy Index, our data-driven framework that captures how ready and willing consumers are to reach out to brands. Overall consumer energy dropped dramatically during the months […]

Stay-at-home orders and pervasive consumer fears have devastated the travel industry, which, after setting profit records a few months ago, has been reporting losses around $18 billion a week since March. Preparing for recovery begins with measuring the evolution of consumer motivation, attitude, and behavior. While record-breaking unemployment rates and anxiety about a fragile economy […]

Our latest data shows that the end of April marks a turning point where consumer energy begins a gradual rebound. Learn what this means for brands.

To measure precisely what kind of emotional toll COVID-19 is taking on consumers — and how current consumer sentiment will influence imminent behavior — we are applying Forrester’s Consumer Energy Index.

COVID-19 afflicts more than the patients who contract the virus. The pandemic threatens the physical and emotional health of consumers who are contending with disrupted lifestyles and months of isolation. Our latest data shows that consumers are increasingly sensitive to their personal health; as of April 10, consumers report forming new behaviors to protect or […]

Artificial intelligence can help marketers fulfill their mission of influencing prospects and clients. But using these tools well requires keen human judgment.

Getting decent survey response rates is hard and getting harder for CX professionals. That means you need to start mining other data that can give you a sense of the quality of the experiences your customers are having.

The time of year has finally arrived when the sun lingers on the horizon longer and longer, life creeps back into the trees, and weather forecasts look much more favorable. But this normally welcome period of seasonal change coincides with unprecedented change in how we are forced to conduct business. In the midst of the […]

As COVID-19 wreaks havoc, businesses are forced to make tough decisions about how to operate in the current chaos and how to prepare for a wildly uncertain future. Without a template to follow, leaders must forge ahead by keeping a laser-sharp focus on their consumers’ attitudes, expectations, and behaviors. At Forrester, we’re harnessing our multimethodological […]

New Forrester survey data reveals that looking at US consumers through the lens of age, income, and location explains stark attitudinal and behavioral differences.

As we all navigate the fluidity and uncertainty of COVID-19, here at Forrester we are using our multimodal data to keep our finger on the pulse of rapidly changing consumer attitudes and behaviors. Stay tuned into our blog as we continue to publish a series of posts highlighting the latest consumer trends shaping the cultural and economic climate.

Fixed gender constructs have begun to erode. As perceptions evolve, so do the ways that brands market to consumers. In this week’s podcast episode, VP and Principal Analyst Dipanjan Chatterjee discusses how some leading companies have already shifted their approach and how other CMOs can get it right.

As companies navigate through murky waters amid global health and economic headwinds, as a data and analytics leader, it may feel like there are many things that are out of your hands today. As you weather these conditions, it is still important to chart a steady course and be laser-focused on the parts you can […]

The coronavirus (COVID-19) has undoubtedly cast a long shadow over the media, business, and consumer conversation. The story is not only one of gloom and doom — as people take precautions to safeguard against risk and contain threats in this moment, a bigger-picture look at today’s empowered customers reminds us that consumers are more resourceful, […]