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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 Will Generative AI Change B2B Marketing?

For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.


Responsible Design

Delighted customers or PR nightmare? The difference can boil down to responsible design. Before your company ends up in an IRL episode of “Black Mirror,” listen to this podcast about responsible design featuring Principal Analyst Gina Bhawalkar.


Healing The Breach Between Tech And Security Leaders

The long-standing divide between tech executives and security leaders has widened of late, says VP and Principal Analyst Jinan Budge. What’s behind the tension, and what can be done to fix it? Budge shares insights from her latest research this week on What It Means.


The Generative AI Inflection Point

Generative AI (genAI) has driven a lot of change in a short period. Senior Analyst Rowan Curran and Vice President and Principal Analyst J. P. Gownder discuss the genAI inflection point and its impact on the future of work.


How Tech Leaders Can Become Innovation Orchestrators

The key to successful innovation is making it widespread, not siloed. But whose job is that? In this episode, VP and Research Director Pascal Matzke and Principal Analyst Bernhard Schaffrik discuss the technology executive’s role in driving innovation.


AI And The Tech Talent Crisis — It’s Complicated

The AI explosion is having a complex impact on the tech workforce. In this episode, we’ll look at how AI has added to — and may alleviate — tech talent challenges.


Unique Solutions To Reduce Technical Debt

In this preview of the upcoming Technology & Innovation North America event, five analysts provide their perspectives on how to reduce or avoid technical debt.


Defining AI’s Role In Decision-Making

Will AI replace humans in making business decisions? Not so fast, says VP and Principal Analyst Brandon Purcell. In this episode, he reviews a new decision-making framework that defines how tech can help guide — but not make — our most critical decisions.


Top 10 Emerging Technologies In 2023

Struggling to figure out which emerging techs to focus on in the year ahead? In this episode, VP of Emerging Tech Portfolio Brian Hopkins and VP and Principal Analyst Michele Goetz discuss the top 10 emerging technologies list for 2023.


IoT Benefits And Risks

The internet of things (IoT) brings a lot of potential — and a lot of risk. In this episode, Principal Analyst Michele Pelino reviews the latest IoT use cases and Senior Analyst Paddy Harrington highlights some of the security risks involved.


Generative AI Steals The Spotlight At Cannes Lions

Excitement around generative AI was palpable at last month’s Cannes Lions International Festival of Creativity. VP and Principal Analyst Jay Pattisall discusses this and other festival highlights on this week’s episode of What It Means.


Unlocking The Value Of Conversational Intelligence

In this session from last year’s Data Strategy & Insights Forum, Principal Analyst Max Ball discusses the latest trends in conversational intelligence with Senior Analyst Christina McAllister and Principal Analyst Seth Marrs.


How “Tucked” CMOs Can Take Charge

Nearly half of B2C chief marketing officers don’t report to the CEO but instead, a different C-suite role. What’s behind the trend, and what should these “tucked” CMOs (and, really, all CMOs) do to succeed? VP and Research Director Mike Proulx explains on this week’s episode of What It Means.


Applying 2022’s Security Lessons To 2023 Threats

The best way to predict the future is to understand the past. In this episode, Principal Analysts Sandy Carielli and Brian Wrozek share the security lessons learned in 2022 and how they apply to 2023’s biggest threats.


The CIO’s Role In The Growth Agenda

As business becomes more technology-driven, the role of technology leaders is changing, as well. In this episode, VP, Senior Research Director Fred Giron and VP, Principal Analyst Ted Schadler discuss new research defining the CIO’s role in powering growth.


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.