Recent Research
Consumers want personalized moments that are relevant and valuable, but organizations prioritize business needs in their personalization efforts.
B2C marketers must understand what agentic AI is, how it will affect marketing ops and customer-facing experiences, and build a roadmap to prepare for agentic AI and AI agents.
This report explores trends in AI use cases for marketing, organizational readiness, genAI concerns, and measuring AI efficacy.
Forrester’s 2025 data shows teams are ineffective at communicating insights and spurring their organizations to take action.
Forrester’s 2025 survey data reveals the most common technologies used by VoC and CX measurement teams and shows some genAI uptake.
Data from Forrester’s 2025 State Of Feedback Management (VoC) And CX Measurement Practices Survey helps organizations close the loop with customers after negative surveys and diversify their efforts for more impact.
Planned Research
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.