prediction

Forrester’s predictions help business leaders see what’s coming and what’s most critical for business success. Read on to explore market-defining trends in emerging technology, consumer behavior, B2B sales, customer experience, and much more.

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Podcast

Big Risks Are The Safest Option For B2C Marketing In 2021

What It Means November 19, 2020
The tumult of 2020 has turned yesterday’s marketing best practices into today’s imperatives. Explore our B2C marketing predictions in this What It Means episode featuring VP, Principal Analyst Shar VanBoskirk and Analyst Stephanie Liu.
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Podcast

Predictions 2021: What CIOs Can Expect In the Year Ahead

What It Means November 5, 2020
After a year no CIO could have predicted, what can IT leaders expect in 2021? In this episode, Vice Presidents Brian Hopkins and Matt Guarini review Forrester’s CIO predictions for 2021.
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Predictions 2021 Hub

Explore our blog posts, videos, guides, and other resources to understand the dynamics that will shape 2021.

Blog

Predictions 2021: Insurers Find Opportunity Amid Chaos

Jeffery Williams October 30, 2020
As insurers contend with an unpredictable virus and its economic consequences, promising pathways to prosperity will reveal themselves.
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Blog

Predictions 2021: Software Developers Face Mounting Pressure

Jeffrey Hammond October 30, 2020
As executive teams put more pressure on internal teams to speed digital transformation in 2021, how will software developers respond? Find out in our 2021 predictions for software development.
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Blog

Predictions 2021: Remote Work, Automation, And HR Tech Will Flourish

David Johnson October 29, 2020
Employee experience in 2021 will be defined by long-term remote work and crisis management. Success will depend on the strength of an organization's employee experience strategy and technology investments. Learn more.
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Blog

Predictions 2021: “COVID Wrote The Business Case — Our Future Is Digital”

Ted Schadler October 29, 2020
In 2020, digital shifted from nice-to-have to must-have. In 2021, companies will accelerate their digital transformation with a focus on customers and what, where, and how to serve them.
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Blog

Predictions 2021: Technology Diversity Drives IoT Growth

Michele Pelino October 28, 2020
In 2021, demand for IoT devices and services will be driven by a variety of technology applications. Find out what Forrester predicts for IoT in the coming year.
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Predictions 2021

Discover the most critical business trends of 2021 and how firms can accelerate out of the crisis.

Blog

Predictions 2021: Agencies Swarm Talent With Technology

Jay Pattisall October 28, 2020
Agencies in 2021 will begin to resemble software companies, offering combinations of creative and media products bundled with the services to manage them. Read our predictions for agencies in 2021.
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Blog

Predictions 2021: Edge Computing Hits An Inflection Point

Glenn O'Donnell October 27, 2020
In 2021, more firms will leverage edge computing technology as a way to accelerate recovery out of the pandemic. Find out more in our 2021 edge computing predictions.
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Blog

Predictions 2021: Welcome To The Year Of Pandemic Advertising

Joanna O'Connell October 27, 2020
It’s been a rough year for advertisers, and 2021 will bring new challenges to a weary and quickly evolving industry. As advertisers attempt to reckon with the impending upheaval of data deprecation, they’ll be forced to divert attention toward more pressing — and distracting — issues that have emerged due to the COVID-19 pandemic. Forrester […]
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Blog

Predictions 2021: The Path To A New Normal Demands Increased Cybersecurity Resilience

Heidi Shey October 26, 2020
In 2021, culture issues, budgets, and vendor shifts will be top priorities for cybersecurity leaders. Learn more in our 2021 cybersecurity predictions.
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Blog

Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition

Enza Iannopollo October 26, 2020
Learn which three privacy-related concerns will underpin organizations' transition to the post-pandemic new normal in 2021.
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Blog

Predictions 2021: Trust, Safety, And Inclusion Will Be At The Core Of Customer Experience

David Truog October 23, 2020
In 2021, the pandemic will affect customer experiences and the CX profession even more than it has in 2020, especially in terms of trust, safety, and inclusion. Get a preview of our customer experience predictions for 2021.
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Blog

Predictions 2021: B2C Marketing Goes Local And Retention-Based

Stephanie Liu October 23, 2020
B2C marketing in 2021 will take a decided turn toward retention and localization. Read on to discover how B2C marketers will adjust in the face of a post-pandemic world.
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Blog

Predictions 2021: B2B Marketers Build Digital Pathways To Distanced Businesses

Lori Wizdo October 23, 2020
The events of 2020 have dramatically accelerated the digital destinies of B2B buyers and marketers. The transformation will continue in 2021 — and marketers who plan for these five shifts will gain an edge.
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Blog

Predictions 2021: Grounded Sellers Fly In The Face Of Old Norms

Mary Shea October 23, 2020
COVID-19 has accelerated the digital next normal for B2B sales. What lies ahead? Read an overview of our 2021 B2B sales predictions.
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Blog

TIBCO’s Acquisition Of Information Builders Signals More BI Market Consolidation

Boris Evelson October 22, 2020
The business intelligence (BI) vendor consolidation trend that started earlier in 2019 continues. Today, TIBCO announced its intent to acquire Information Builders, Inc. (IBI) — one of the oldest players in the market. Want to get the real sense of how far back IBI goes? It was one of the first vendors to offer reporting and analytics on mainframes! It still does, and it’s quite a unique capability today, only […]
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Blog

Predictions 2021: The Time Is Now For AI To Shine

Srividya Sridharan October 22, 2020
In 2021, business and IT leaders will be forced to tackle some long-lingering AI challenges head on to successfully emerge from the pandemic. Read Forrester's AI predictions to learn more.
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Blog

Predictions 2021: Automation Becomes A Business Imperative

Craig Le Clair October 22, 2020
In less than a year automation moved from a long-term goal to a short-term necessity. Find out what Forrester predicts for the automation market in 2021.
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Blog

Predictions 2021: Wealth Management Firms Embrace Digital To Thrive

Vijay Raghavan October 21, 2020
The events of 2020 exposed both weaknesses and opportunities for wealth management firms. In 2021, forward-thinking firms will not only meet these challenges, but will move beyond them.
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