Forrester
Forrester is one of the most influential research and advisory firms in the world. We work with business and technology leaders to drive customer-obsessed vision, strategy, and execution that accelerate growth. Forrester’s unique insights are grounded in annual surveys of more than 690,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data and analytics, custom consulting, exclusive peer groups, certifications, and events, we are revolutionizing how businesses grow in the age of the customer https://go.forrester.com/blogs/

Forrester's articles

  1. Corporate Purpose

One Year Since Bud Light’s Marketing Blunder: What Did We Learn?

Yes, hindsight is 20/20. As we reach the anniversary of Bud Light’s marketing blunder, we’ve taken a look back into what really happened to fuel the iconic brand’s crisis. In the year following Bud Light’s cancellation, the company faced material backlash from both the LGBTQ+ and conservative communities for their transgression of core brand values. […]
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  1. Shopper & Customer

Don’t Let Customer Journeys Be Misunderstood

The plea of the song “Don’t Let Me Be Misunderstood” is spot on for customer journeys: In the 60 years since the track was written, a variety of artists are still creating their own versions. Made a classic by Nina Simone, the Animals turned it into a commercial, upbeat tune; the group Santa Esmeralda into […]
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  1. Department: HBC

Manufacturers Use Emerging Technologies To Find A Mix Of Factory Locations That Is Just Right

In the eponymous fairy story, Goldilocks was a little girl in search of perfection. The porridge she stole from unsuspecting bears shouldn’t be too hot or too cold, but just right. Their chairs and beds shouldn’t be too hard or too soft for her, but just right. Her search for perfection inspired the latest collaboration […]
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  1. Media & Marketing

Gemini For Google Workspace Plays The Long Game

On February 21, Google announced its new generative AI solution for productivity, Gemini for Google Workspace. Previously launched for enterprises as Duet AI for Workspace Enterprise, Gemini for Google Workspace Enterprise keeps the same pricing, at $30/user/month for unlimited usage. Google added a cheaper SKU, too — Gemini for Google Workspace Business, at $20/user/month for […]
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  1. Trends & External Forces

CMOs Share A Toast To 2024

Last month, I participated in Tinuiti’s Bold Predictions & Bold Wines, a fun way to learn about wines before holidays with the family while also discussing opportunities for CMOs in 2024. I learned some really great tips, which are too good not to share. When it comes to measurement, listen, learn, and lean in. We […]
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  1. International

2023 Canada Net Promoter Score℠ (NPS) Rankings: Industries Lose Gains Made In 2022

Forrester just published The Canada Net Promoter Rankings, 2023 report, which includes the Net Promoter Score℠ (NPS) and industry rank for 100 brands across nine industries. We asked over 39,000 Canadian consumers in our annual Customer Experience Benchmark Survey about their likelihood to recommend brands that they interacted with in the past 12 months, using the standard NPS […]
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