The Precipice Of Far-Reaching Change
A new decade begins with great uncertainty in business, government, and society. The atmosphere is charged with energy. Sweeping changes are poised to take place. But which ones?
The market teeters on the brink between possibility and reality. Change will come in staggered steps, with trends only becoming clear when several seemingly disjointed developments are viewed as a whole.
Adapt. Drive growth. Read our predictions on what will take place in 2020 and learn how to capitalize on this potential energy to gain a competitive edge.
BLOG
Predictions 2020: Potential Energy Becomes Real Change
Forces ranging from consumer values to automation to security will shape the business landscape in the year ahead. Leaders will be challenged to anticipate change and adapt.
Read More
Customer Experience
BLOG
Predictions 2020: Anxious, Lost Consumers Are Hungry To Connect
In an era of convenience and hyperpersonalized experiences, consumers still feel unfulfilled. Learn how marketers, tech providers, and consumers themselves will attempt to fill the void.
Read More
BLOG
Predictions 2020: For CX, It’s All About Proving Business Results
The ability to deliver business results will be a career-defining issue in the year ahead.
Read More
Could CX become a victim of its own success? Mature CX orgs have cleared out the low-hanging fruit. To continue succeeding, CX leaders must prove the ROI of CX investments in 2020.
BLOG
Predictions 2020: Approaches To Customer Insights Evolve
The coming year will bring changes in approaches to deriving customer insights. Only some firms will succeed.
Read More
BLOG
Predictions 2020: AI Shakes Up Customer Service Workforce And Operations
AI will change how organizations staff, run, and manage their customer service teams. Read Forrester's 2020 customer service predictions to learn more.
Read More
BLOG
Predictions 2020: Companies Will Be Bolder, More Controversial With Their Employee Experiences
Getting employee experience (EX) wrong carries significant reputational and business risks. In 2020, companies will get more strategic about EX.
Read More
Predictions 2020 Research
Webinar: Predictions 2020
Dive deeper and get your questions about 2020 answered during our complimentary predictions webinar on January 23.
IT
BLOG
Predictions 2020: AI Aspirations Will Both Sizzle And Simmer
In 2020, companies will become laser-focused on AI value and accelerate adoption. Get Forrester's top three predictions for AI in 2020.
Read More
BLOG
Predictions 2020: Automation Strike Teams And Services Rise To Fend Off A Paradox
Read the top three predictions for the automation market from Forrester Research analyst Chris Gardner.
Read More
Discover what you need to focus on in 2020 to be successful with AI. Hint: Think practically.
BLOG
Predictions 2020: Uncertainty Equals Opportunity For The CIO
In 2020, CIOs at leading firms will help their firms turn uncertainty into opportunity by transforming customer and employee experiences.
Read More
BLOG
Predictions 2020: Cloud Computing Sees New Alliances And New Security Concerns
In 2020, the cloud computing market will sees interesting new alliances and face new security concerns. Read Forrester's 2020 cloud predictions to find out more.
Read More
BLOG
Predictions 2020: This Time, Cyberattacks Get Personal
Read the top three cybersecurity predictions for 2020 from Forrester Research analyst Jeff Pollard.
Read More
BLOG
Predictions 2020: Three Big Changes In Store For DevOps
DevOps teams will see some new trends in 2020 that will impact their work in GRC, introduce new tools, and bring additional business value. Learn more from Forrester Principal Analyst Charles Betz.
Read More
BLOG
Predictions 2020: Distributed Ledger Technology Moves Beyond Proof Of Concept
In 2020 users of blockchain and distributed ledger technology will focus on operational matters, deployment flexibility and, interconnectivity. Read our 2020 predictions to learn more.
Read More
BLOG
Predictions 2020: Edge Computing Makes The Leap
Investment in edge computing will jump next year as organizations look to handle AI-related computing demand. Read analyst Abhijit Sunil’s 2020 predictions for this rapidly growing technology.
Read More
BLOG
Predictions 2020: IoT Expansion Brings Even More Change
Business use of the internet of things continues to expand. Read Forrester's predictions on what to expect from the IoT market in 2020.
Read More
BLOG
Predictions 2020: RegTech Funding Will Explode As VC Investments In Other Markets Cool
Tighter investor scrutiny will moderate venture capital and private equity investments. Meanwhile, regulatory technology funding will soar. Read our predictions.
Read More
BLOG
Predictions 2020: More Changes For Software Development
The world of software development will see big changes. Learn Forrester Research's top 5 predictions for the software development market in 2020.
Read More
Predictions 2020 Research
Marketing
BLOG
Predictions 2020: Agencies Will Upgrade Or Fade Away
Economic uncertainty, performance pressures, and other forces will catalyze change in agency processes and capabilities next year.
Read More
BLOG
Predictions 2020: Ecosystems Are The New Optimizers For B2B Sellers
Learn what B2B sellers must do to innovate and drive value in 2020. Read our predictions for B2B commerce.
Read More
BLOG
Predictions 2020: B2B Marketers Pivot From Products To Experiences
Learn why experience will be the gift that keeps on giving for B2B marketing and sales.
Read More
BLOG
Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations
Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.
Read More
BLOG
Predictions 2020: CMOs Must Extend Their Span Of Control In The Name Of Customer Value
The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.
Read More
It’s all about continuity. The successful CMO in 2020 will be a tailor who stitches together CX, technology, brand purpose, and (of course) marketing into a unified experience.
BLOG
Predictions 2020: The Media Industry Braces For Long-Term Change
The battle for customer loyalty and wallet share will intensify. What happens in 2020 will have implications that extend well into the new decade.
Read More
BLOG
Predictions 2020: Privacy And Data Ethics Bring Marketing To The Boardroom
Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands. Read our top privacy predictions.
Read More
Predictions 2020 Research
Webinar: Predictions 2020
Dive deeper and get your questions about 2020 answered during our complimentary predictions webinar on January 23.
Industry
BLOG
Predictions 2020: Old Rivalries And New Entrants Will Preoccupy Bank Execs
Incumbent banks will be challenged on multiple fronts in 2020. Read our predictions.
Read More
BLOG
Predictions 2020: Medicare, Price Transparency, And Virtual Care Take Center Stage In Healthcare
With more volatility expected in 2020, read Forrester's predictions for the US healthcare market, focusing on Medicare For All, the executive order on price transparency, and the growth of virtual care.
Read More
BLOG
Predictions 2020: Insurers Will Seek To Engage Customers With Their Impact Agenda
In 2020, insurance companies will battle back against the market changes by focusing on three key areas. Read Forrester's predictions for the insurance industry here.
Read More
BLOG
Predictions 2020: Retailers Seek An Edge Amid Uncertainty
As social, political, and economic forces create murky conditions for retailers, they will explore new ways to differentiate themselves. VP, Research Director Fiona Swerdlow explains how.
Read More
BLOG
Predictions 2020: Wealth And Investment Firms Will Copy Fintech Strategies
Wealth and investment management firms will look to protect revenue and thwart disruption by taking cues from fintech companies.
Read More
Predictions 2020 Research
Region
BLOG
Predictions 2020: European Consumers, Regulators, And Digital China Seize The Initiative
Volatility will continue in Europe in 2020. Read Forrester's predictions on European consumer behavior, regulatory trends, and China's investments in Europe.
Read More
BLOG
Sydney Predictions 2020: The Highlight Reel
Forrester’s analysts serving the Australia and New Zealand market presented their 2020 predictions at a client event on November 14th. We recap some of our top predictions.
Read More
Predictions 2020 
A new decade begins with great uncertainty. Sweeping changes are poised to take place. But which ones? Read Forrester’s Predictions 2020 Guide to discover the dynamics that will define 2020 and beyond.
A new decade begins with great uncertainty. Sweeping changes are poised to take place. But which ones? Read Forrester’s Predictions 2020 Guide to discover the dynamics that will define 2020 and beyond.
Dive deeper and get your questions about 2020 answered. Register now for our complimentary predictions webinar on January 23.