Forrester Research

The age of the customer changes everything. Thriving in today’s market requires businesses to pivot strategy and operations, going beyond simply knowing their customers to anticipating their needs, delighting them decisively, and maintaining this customer centric approach as a singular imperative.

Forrester’s Age of the Customer Research delivers the vision and strategy resources that marketing, customer experience, and technology leaders require to anticipate the future, lead change, and become a customer obsessed organization based on best practices and expert perspectives.

Plan With Confidence

See The Future To Lead Through Change

Gain context to make key decisions and empower critical business transformations across the enterprise. Frameworks and methodologies help you see the opportunity landscape clearly, with quantitative data forecasts and insights to plan for the future.

Anticipate And Keep Pace With Market Trends

Respond to business challenges in real time. New and trending insights are published daily on timely topics in the form of reports, technology evaluations including Forrester Waves™, and more. Understand what new developments mean to make confident technology choices while maintaining the right balance between service delivery, agility, innovation, and cost.

Partner With Experts And Peers

Engage with expert analysts to hear best practices and receive contextual guidance. Arm your team with playbooks and assessments to accomplish initiatives. Participate in the peer community through webinars and events to share, brainstorm, and validate your thinking.


Gain meaningful, timely information through published research, podcasts, webinars, virtual/in-person events, and one-on-one analyst inquiry discussions in these disciplines.

Customer Experience​

Convert your CX vision into strategic, measurable programs with clear ROI.​


Embrace technology trends and lead strategic change for your organization.


Stay ahead of the market to deliver a standout brand and earn customer loyalty.​

Security And Risk​

Future-proof your data for employees and your ecosystem. ​

Industries Served

Information Technology​

  • Hardware
  • IT Services/Service Integrators​
  • Software​
  • Technology vendors and agencies

Financial Services

  • Banking​
  • Insurance​
  • Wealth Management​


  • Consumer Packaged Goods

Federal Government​

Additional Industries

  • Automotive​
  • Business Services​
  • Communications/Creative Agencies
  • Energy (Oil and Gas)​
  • Health Care (Devices, Payers, Providers)​
  • Manufacturing​
  • Mining
  • Pharma/Bio​
  • Retail
  • Telecom, Media, and Entertainment​
  • Transportation
  • Travel and Leisure


What comes with a Forrester Research subscription? Insightful content and access to the experts who create it — on your terms. Delivery options range from a self-service model to having a dedicated guide who curates your research experience. Signature Forrester research methodologies include:

The Customer Obsessed Operating Model

Forrester’s research shows that better customer experience correlates with higher revenue growth. Five years ago, we created the operating model for customer obsession to help businesses fundamentally pivot how they’re oriented and run. Today, we find that the framework is still representative of how businesses should overhaul their operations to place the customer at the center of six key levers: technology, structure, culture, talent, metrics, and processes. In addition, four qualities are key to employee behaviors and business practices: Customer-obsessed operations are customer-led, insights-driven, fast, and connected.

Vendor Selection

Where To Invest

The Forrester Tech Tide™
Understand what technologies to invest in and when for maximum business impact.

New Tech
Learn about potentially game-changing technologies and the companies behind them.

Now Tech
Segment established technology players in the market and understand their capabilities.


Which Solution Leads And Why

The Forrester New Wave™
Identify which new tech offerings and vendors can help you disrupt and differentiate.

The Forrester Wave™
Evaluate potential partners to help you drive growth and support your long-term strategies.

Signature Research

Playbooks give you the tools you need to translate complex strategies into pragmatic, executable steps. Built on best practices, they convert great ideas into results.

Frameworks and methodologies bring structure and clarity to concepts, tested and trusted to help you orchestrate action on the most direct and effective path to success.

Analyst engagement translates the power of research to your specific business context and need.

Market forecasts through ForecastView reports give you a quantitative, data-driven line of sight to emerging technology trends that impact today’s competitive landscape.

Digital Experience Reviews highlight best practices for digital/mobile experiences to improve your customer’s digital experience.

Maturity Model Assessments assess your company’s maturity level and identify opportunities for advancement and growth.

I have always been able to show the value Forrester offers my company. Forrester helps validate my strategies and . . . doesn’t just provide technology solutions but provides a business partner relationship that helps guide organizations.

— First Vice President & Director of IT, Financial Services Company

Reprints of selected Forrester Research reports are also available.

Predictions 2021

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

Let’s discuss your goals and how we can help.

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