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What It Means

Business & Economics Podcasts

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.


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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.








How Creative Commerce Fuels Loyalty Across The Customer Lifecycle

From streaming services to ice cream, creative commerce is revolutionizing commerce by integrating all phases of the buying cycle. Learn how on this week’s What It Means with VP, Principal Analyst Jay Pattisall and Principal Analyst Kelsey Chickering.


The Surprising Benefits Of Autism-Friendly Hiring Practices

As recruitment challenges persist, business leaders are looking to broaden their talent pools. In this episode, Senior Analysts David Mooter and Jonathan Roberts describe the benefits of implementing autism-friendly hiring practices.


For B2C Companies, Alignment = Profit

Aligning customer experience, marketing, and digital functions around customer needs fuels growth for B2C companies. VP and Group Director Melissa Parrish explains how to build and rev a B2C customer-obsessed growth engine.


A Three-Pronged Approach For Driving B2B Growth

Short-term strategies to win buyers’ dollars are failing B2B buyers and companies. To drive consistent, long-term growth, B2B leaders need to align on customer value. This week on What It Means, VP and Principal Analyst Lori Wizdo and Principal Analyst John Arnold explain what it takes to build and maintain a B2B customer-obsessed growth engine.


Is Asynchronous Chat The Future Of Customer Service?

Asynchronous chat is poised to proliferate throughout the B2C ecosystem, redefining expectations around customer service. Senior Analyst Christina McAllister joins to discuss the benefits and pitfalls of this technology.


How B2B Firms Can Win With Younger Buyers

Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.


How B2B Marketing Teams Can Align To Fuel Faster Growth

B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new and existing customers.


How Will Generative AI Change Business?

Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.


The Business Case For Green Consumer Segmentation

When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.


Why CSR Must Be More Than Purpose Beyond Profit

B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs.


How B2B Marketing Leaders Can Deftly Navigate Uncertainty

How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.


What Is The Future Of The Office?

As companies plan their future workplace strategies, what role should the physical office play? Vice President, Research Director James McQuivey and Vice President, Principal Analyst J. P. Gownder weigh in on this episode of What It Means.


Social Media Turmoil Drives New Ad Strategies

The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.


Will AI Reinvent Software Development?

Will TuringBots revolutionize the way software is developed? Or will they open developers up to new risks? Vice Presidents and Principal Analysts Diego Lo Giudice and Mike Gualtieri debate the pros and cons of AI for software development in this episode of What It Means.


Blockchain: It’s More Than Just Crypto

How closely is the fate of blockchain tied to cryptocurrency? Do NFTs have business value? In this episode, Vice President and Principal Analyst Martha Bennett dispels some blockchain myths and shares some use cases that may not be on your radar.


Tech Trends To Watch In 2023

Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.


2023 European Predictions: Energy And Economic Woes Fuel Citizens’ Distrust

The war in Ukraine, exorbitant energy prices, and economic turbulence will have a profound impact on Europeans’ attitudes and choices in the months ahead. Principal Analysts Enza Iannopollo and Dan Bieler break down Forrester’s 2023 predictions for Europe and the UK this week on What It Means.


The New Space Race — For Businesses

Low-Earth-orbit satellites open up a host of new opportunities for businesses. Should your firm be exploring these new solutions? Find out in this episode of What It Means.


The Green Market Revolution Is Here: Are You Ready?

Climate change is among the biggest challenges we face, and the solution could be one of the biggest market opportunities in history. Learn about the unique opportunities provided by the green market revolution in this episode.


What’s Behind The Lack Of Trust In Financial Services Firms?

Would it surprise you to learn that only 2% of US financial services brands were rated “strong” on trust by their customers? In this episode, Principal Analysts Alyson Clarke and Tom Mouhsian discuss new research digging into the drivers and impacts of low trust levels in the financial services industry.