What It Means: A Forrester podcast

The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

Latest Episodes

Podcast

Avoiding AI Gone Wrong: The Challenges Of Testing AI Applications

What It Means 4 days ago
As AI-infused applications expand their reach, a question persists: How do you test the unknown? VP and Principal Analyst Diego Lo Giudice tackles that question — and more — in this week’s episode.
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Podcast

How (And Why) To Leverage CX Champions Programs

What It Means January 16, 2020
Many understaffed customer experience (CX) organizations are spinning their wheels and realizing they can’t meet their goals in a silo. On this week’s What It Means, Analyst Angelina Gennis joins to discuss how CX champions programs can catalyze CX transformation.
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Podcast

2020: Agencies Turn Inward To Meet Performance Demands

What It Means January 9, 2020
Mounting pressures on marketing leaders to deliver better brand experiences are forcing agencies to evolve. On this week’s What It Means, Principal Analyst Jay Pattisall discusses the changes ahead for agencies in 2020 and beyond. 
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Podcast

Emerging Tech In 2020: Four Trends CIOs Need To Watch

What It Means January 2, 2020
2020 will be another year of dramatic change in the emerging tech space, pushing IT leaders to keep pace. In this episode, Forrester analysts provide their top predictions in IoT, AI, edge computing, and cloud computing.
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Podcast

CIOs Embrace Uncertainty And Prioritize People In 2020

What It Means December 26, 2019
CIOs, take note: 2020 will be a year of volatility, change, and opportunity for IT leaders. In this episode, VP and Principal Analyst Brian Hopkins reviews his 2020 CIO predictions and discusses what IT leaders can do to make the most of the year ahead.
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Podcast

2020: A Make-Or-Break Year For CMOs?

What It Means December 19, 2019
The need to compete on customer and brand experience has redefined the CMO role and raised questions about the title’s fate. In this episode of What It Means, VP and Research Director Keith Johnston discusses the challenges facing chief marketers and the broader implications for organizations.
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Podcast

The Customer In 2020 Searches For Meaning

What It Means December 12, 2019
Join us on a journey to the center of the customer’s hollow universe. Forrester Senior Analyst Anjali Lai and VP and Principal Analyst James McQuivey explore why customers will yearn for brands to provide something more meaningful than the rapid escalation of self-centered benefits.
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Podcast

The Ambiguity-Laden March Toward People-Centric Design

What It Means December 5, 2019
We’ve gotten used to adapting to technology. But in the future, tech will adapt to us. On this episode, Hector Ouilhet, head of design for Google Search and Google Assistant, shares the latest in people-centric design.
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Podcast

The Secret To Transformational CX Design: Your Org Chart

What It Means November 21, 2019
What does it take to design truly transformational, human-centric customer experiences? On this episode of What It Means, Bank of America’s Rachel Kobetz shares her insights.
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Podcast

How Marketing Became Too Personal

What It Means November 14, 2019
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.
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Podcast

It’s Time To Commit To Corporate Values

What It Means November 7, 2019
Organizations that have been slow to commit to corporate values can’t afford to be anymore. On this episode of What It Means, Senior Analyst Anjali Lai describes the urgency executives face in balancing values-based consumers with business goals.
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Podcast

Brexit Fact-Finding Mission

What It Means October 31, 2019
Brexit has been a three-year-long bumpy ride, and it’s not over yet. Listen in as VP and Group Director Laura Koetzle helps us untangle what’s happened, what could happen, and what companies should do about Brexit.
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Podcast

Bridging The CMO-CIO Divide

What It Means October 24, 2019
CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.
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Podcast

Amazon’s Rise In The Digital Ad Space

What It Means October 17, 2019
Amazon has staked its claim in the digital advertising space, challenging Google and Facebook’s dominance. In this week’s What It Means, learn how this will impact ad industry stakeholders and reshape the digital ad landscape.
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Podcast

Human-Centric UX Design

What It Means October 10, 2019
Design is in a state of misalignment with customer needs. Principal Analysts Gina Bhawalkar and Andrew Hogan discuss the benefits of inclusive and ethical design in an age of digital manipulation.
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Podcast

Higher Use, Lower Prices For Enterprise Software

What It Means October 3, 2019
Enterprise software use continues to expand exponentially, finding its way into all areas of the enterprise. Then why is overall spending growth in this massive market slowing? Find out in this episode of What It Means.
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Podcast

Avoiding Islands Of Automation: Why You Need An Automation Framework

What It Means September 26, 2019
Deploying an automation pilot can bring quick results, but the real benefits come with a holistic strategy that connects all automation efforts across the enterprise. In this episode of What It Means, learn how Forrester’s automation framework can help. 
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Podcast

An Inside Look At Ticketmaster’s Data Transformation Journey

What It Means September 19, 2019
On this week’s What It Means, Ticketmaster CMO Kathryn Frederick describes the eCommerce giant’s strategy of personalization through data transformation. Listen in and then get the latest on Ticketmaster’s journey at Data Strategy & Insights 2019.
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Podcast

Courage Required: The CIO’s Role In Building An Adaptive Enterprise

What It Means September 12, 2019
The benefits of becoming a more adaptive enterprise are many — but so are the roadblocks. In this episode of What It Means, VP and Research Director Pascal Matzke outlines the work CIOs must do to foster a truly adaptive enterprise.
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Podcast

The Radical Remaking Of Financial Services In Asia Pacific

What It Means September 5, 2019
Financial services in Asia Pacific are in the middle of a radical departure from the past. Senior Analyst Zhi-Ying Barry joins to explain how the convergence of disparate forces are challenging the very nature of a financial services firm.
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