Audrey Chee-Read

At their best, personas elicit empathy, help teams prioritize, and drive human-centric decision-making. Many fall short of this. Learn about the qualities of effective personas — and attend CX Summit North America to get a deeper dive and practice improving your own.

The US Surgeon General’s recent warning on alcohol consumption and cancer risk comes at a time when many consumers are participating in dry January, with new terms such as sober-curious being used and demand for “sober bars.” But rather than getting caught up in the pessimistic future of alcoholic beverage companies or the food and […]

Die weltweit uneinheitlichen KI-Standards und -Vorschriften werden dazu führen, dass es einigen Unternehmen besser gelingt, als anderen Vertrauen aufzubauen und zu bewahren. Erfahren Sie in diesem Ausblick auf unsere Prognosen 2025 mehr zu Vertrauen.

Patchy AI standards and regulations across the globe will result in some organizations faring better than others when it comes to building and maintaining trust. Learn more in this preview of our 2025 trust predictions.

A clash between consumer sentiment and consumer behavior will confound brands in the coming year. Those that succeed will distinguish the noise from the reality.

Personas are foundational and seemingly simple, yet deceptively challenging. Learn what it takes to create effective ones.

As awareness of generative AI peaks and usage creeps upward, how will consumers engage with genAI in the future? Find out in this preview of a new report.

As AI awareness increases, consumers assume a default posture of distrust. This year’s CX Summit North America will reveal practices that brands can use to protect themselves while advancing their genAI strategy.

With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.

The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.

Recent survey findings shed light on who is most likely to pay and which features they're more likely to pay for.

Adult creators are turning tweens and teens onto grow-up products. What does it mean for brands?

Impulse spending behavior is growing — and companies are finding opportunities both online and offline to entice consumers to add to their basket. Forrester’s February 2023 Consumer Pulse Survey found that roughly one in two of US and UK Gen Z adults report making impulsive decisions when shopping. Offline, brands and retailers for years have […]

A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.

In 2024, consumers will embrace better habits with their wallets and minds, but moments of acute social tension could cause chaos for brands. Discover our consumer predictions for 2024.

It’s been almost a year since ChatGPT made its big splash in late 2022 and consumers are both cautious and optimistic. This new blog series will track the latest consumer outlook for generative AI.

As Forrester’s consumer behavior analyst, I’m going to say something controversial: The consumer does not need to be a part of every business decision. There’s no shortage of supply or demand for consumer insights. In fact, the pandemic supercharged market research capabilities to create more efficient and cost-effective platforms and tools to gather those insights. […]

While the conversation and action around diversity, inclusivity, and belonging spiked in 2020, CMOs still struggle with inclusive advertising practices. Three core challenges are involved: 1) receiving backlash if the advertising “gets it wrong”; 2) seeing inclusivity in advertising as a “check the box” task; and 3) using inclusivity for PR instead of authentic representation. […]