Forrester report: encouraging consumers to embrace innovation
Forrester’s consumer energy index is a dynamic framework which provides a spectrum indicating consumers’ readiness to embrace innovation
It’s getting harder for chief marketing officers to influence and impress consumers, despite new technology and experiences that should be inspiring awe. Businesses are struggling to find a path to innovation because so many innovations don’t actually change consumer habits or spend, and marketers are still falling short when it comes to identifying the true needs of their consumers. These are the views of Anjali Lai, a senior analyst at Forrester, in a recently published blog. She believes too many innovations don’t gain traction with consumers and end up being ditched. Lai says that throughout history, innovation has driven the rise of living standards, and encouraged competition while driving economies, but recent innovations have failed to increase productivity in healthy economies such as the US – in fact, it is at its slowest pace since World War 2. Added to this, consumers feel that the quality of their experiences has plateaued. There is so much data available around behavio...
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