Customer Insights

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power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]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.

The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.

去年年末，我们根据Forrester 2020年亚太金融行业的消费者调研（Forrester Analytics Consumer Technographics® Asia Pacific Financial Services Survey 2, 2020）对中国的投资者画像进行了描绘。我们希望通过量化数据呈现出中国投资者在2020年，尤其是疫情前后的一些变化，及中国投资者这个群体中细分类型的特点。点击“阅读更多”了解具体细节。

While consumer conversations about the climate have ebbed and flowed for decades, 2020 marked a turning point that sparked unprecedented urgency around the climate crisis. Learn how this will impact consumer trends in 2021.

Consumer energy is rising again. The latest pulse reveals that, over the course of the past three months, overall consumer energy has moved from 39 up to 43, and consumer energy has grown along every key emotional dimension.

The retail holiday season is in the home stretch. We expect US online holiday sales this year will top $173 billion — or fully 24% more than last year.

CX and marketing can master the new normal by reinventing their relationship with each other. Learn five proven strategies for creating deep and sustained collaboration between CX and marketing.

We all know that consumer trust is important, but it’s extremely challenging for companies to know when they have it, when they violate it, and how to cultivate it. Discover the components needed to grow consumer trust.