The Data Digest: The Information Power Play

Anjali Lai

Recent incidents remind us that knowledge is power. Earlier this week, US President Trump shared classified information with foreign delegates — and by doing so, he potentially declassified it. When The Washington Post exposed the headline first, the article became the most viewed digital news story in the publication’s history. This comes only a few days after a sweep of global cyberattacks locked major corporations and governments out of their data and threatened to release stolen content (like a soon-to-be-released Disney film) in increments. These stories remind us that those who own and control information wield power — but also that the boundary between public and private information is becoming easier to transgress.  

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The Data Digest: Youth’s Scattered Social Mobile Behaviors

Reineke Reitsma

Recently, I was on a road trip in Morocco with my family, including three teenagers. While my interest in their phone usage at home mostly concentrates on the amount of time they spend on their devices, during the trip I got firsthand insight into how they use their phones. All three of them used it as a lifeline to their friends at home in the Netherlands, but it was amazing to see how each of them does that in a totally different way. My 16-year-old son was primarily “apping” (texting using Whatsapp) with his friends and sending the occasional picture; my 14-year-old daughter was trying to keep her Snapchat “streaks” alive while dealing with bad Wi-Fi signals and long road trips; while my 12-year-old daughter was vlogging all day about everything she encountered and uploading the videos when we had a signal. Part of these differences in behavior can be explained by their characters, but it’s mostly the result of the two-year age gaps between them. Even though they are all in their teens, they grew up with different digital platforms and capabilities.

The Forrester Data Consumer Technographics North American Youth Survey, 2017 (US), also shows this. More than half of US youth use YouTube, Instagram, Snapchat, and Facebook daily. But when we dive a level deeper, we see that the 14 and 15 year olds are more likely to post online than their 16- and 17-year-old peers.

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The Data Digest: Chatbots Can’t Fully Replace Humans Just Yet

Kristopher Arcand
Customer service departments in all industries are increasing their use of chatbots, and we will see usage rise even higher in the next year as companies continue to pilot or launch their own versions of the rule-based digital assistant. What are chatbots? Forrester defines them as autonomous applications that help users complete tasks through conversation.
 
While Forrester’s Consumer Technographics® data reveals that 60% of US online adults already use online messaging, voice, or video chat services, there are challenges to widespread adoption. We reached out to our ConsumerVoices Market Research Online Community members to better understand consumer impressions of chatbots and found that our respondents had a difficult time identifying clear benefits to interacting with them. Many prefer to communicate with a representative who can show real empathy, address more complex needs, and offer them assurance.
 
Earlier this month, I attended the Qual360 2017 conference in Washington, D.C., where chatbots were a hot topic in both qualitative research and customer experience. Speakers highlighted the opportunity of chatbots while warning about their shortcomings. For example:
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The Indian Online Retail Market: Amazon Versus Everyone Else

Satish Meena

The Indian online retail market is in flux. On April 10, Flipkart raised $1.4 billion and added eBay, Tencent, and Microsoft to an investor list that already includes Tiger Global Management, Naspers Group, Accel Partners, and DST Global. In addition, Softbank is working on selling Snapdeal, the third-largest online retailer in India, to Flipkart and investing in Flipkart to take on the rapidly growing Amazon. This realignment of investors follows the slowdown in India’s online retail growth rate in 2016: We slashed our online retail forecast for India by more than a third to $48 billion by 2020, down from the $75 billion we estimated last year, due to demonetization, eCommerce restrictions, dwindling funding, and slow growth in the number of buyers. What does Flipkart’s news mean for the key players specifically and the market in general?

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The Data Digest: Are Australian Companies Living Up To Their Clients’ Online Expectations?

Reineke Reitsma

Australians are often seen as laid-back, taking things as they come. However, this doesn’t translate to their need for great customer experience. When we analyzed the Australian results of Forrester’s Customer Experience Index (CX Index™), we found that the vast majority of companies in Australia are still providing only mediocre CX.

In his report “The Australia Customer Experience Index, 2016,” my colleague Tom Champion shows how companies in more CX-mature markets in North America and Europe have turned their attention toward making positive emotional connections with their customers to drive loyalty. However, the focus in Australia is still very much on measurement.

So, what’s going on in Australia? How can companies live up to the changing expectations of their customers?

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The Data Digest: The Values-Based Consumer

Anjali Lai

If Thursday morning’s controversial tweet from McDonald’s is any indication, brands are no longer safe. I’m not just talking about the threat of a data breach or hack — I’m talking about the threat of consumers who force brands to expose their ethics and beliefs or remain at the mercy of consumer perception and interpretation in a polarized environment. As we’ve seen with other examples of ubiquitous and once universally loved brands like Kellogg’s and L.L. Bean, consumers increasingly judge companies on the basis of their values — and while customers are skeptical of firms that stay silent, they open their wallets for those that champion appealing causes.

Forrester’s Consumer Technographics® data reveals that this is hardly a passing cloud; customers are becoming more aware of — and sensitive to — social issues overall. For instance, more consumers regularly follow politics, read about science, and identify as being environmentally conscious today than in 2014: 

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Introducing The Forrester Readiness Index Report: eCommerce, 2016

Satish Meena

With the increasing significance of the online channel in retail, we need variables other than macroeconomic data or consumer market size to assess the readiness of a market for eCommerce. While there is no universal tool for selecting expansion opportunities, the Forrester Readiness Index (FRI) provides a holistic assessment of the eCommerce setting for each country.

Our recently publihsed Forrester Readiness Index For eCommerce, 2016 is a holistic assessment of the eCommerce setting to provide insights for global expansion needs. The eCommerce index signifies the level of opportunity in each of these countries over the next three to five years and measures the impact of technological and behavioral influences in conjunction with the revenue opportunity.

The FRI evaluates 25 quantitative variables in four areas — consumer, vendor, infrastructure, and online retail opportunities — in 55 countries across the globe. We selected each quantitative and qualitative indicator to measure the relative “readiness” of the platform in each country; these indicators reflect each country’s eCommerce environment and overall retail opportunity. 

Some of the key findings of the Index:

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The Data Digest: Cinema's Lesson To Marketers

Anjali Lai

I love watching the annual Academy Awards — not only for the fashion show and blunders exposed on live TV but also to learn about how content resonates with audiences today and how cinema is evolving. In a world where people frequently face information overload and crave smaller bites (and bytes) of content, I’ve often wondered, what is the fate of the full-length film?

Forrester’s Consumer Technographics® data reveals a curious story: Rather than reaching any type of saturation point, US consumers’ media appetite is growing rapidly: 93% of online adults frequently watch video today, more than 10 percentage points higher than two years ago. And their often-criticized waning attention span is not deterring consumers from sitting through full-length films; in fact, movie viewership is on the rise. However, our data shows that the viewing experience is changing: Movie watching is getting more personal as consumers increasingly turn to their home devices instead of going to the movie theater. 

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The Data Digest: Super Bowl Ads With Political Messages Spark Strong Emotional Reactions

Kristopher Arcand

The dust is settling after last week’s exciting Super Bowl. Emotions certainly ran high for those watching the game. Here at Forrester, we were also interested in the longer-term sentiment about the ads that aired during the show. So we reached out to consumers again after a week to capture consumers’ reactions to the Super Bowl ads, to ask them which they liked most, and to ask which made a lasting impression.

As my colleague Jim Nail pointed out in a blog post , this year’s ads did not always resonate positively (if at all) with audiences. That said, our ConsumerVoices market research online community members were most likely to mention 84 Lumber, Audi, and Anheuser-Busch/Budweiser as memorable ads that influenced their opinions of the respective companies.

In the case of 84 Lumber’s and Anheuser-Busch’s focus on immigration, sentiment was sharply split. Quite a few consumers were further turned off when 84 Lumber’s CEO declared that the ad was not intended to be pro-immigration, adding more confusion to consumers’ perception of the brand and its values. On the other hand, Audi’s ad addressing gender equality in pay sparked a different controversy. Although Audi is an aspirational luxury brand, the message was seen as bold and received in good faith, producing a more positive sentiment overall.

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The Emotional Roller Coaster Of Super Bowl LI

Juan Salazar

Many are calling Super Bowl LI the greatest and most exciting Super Bowl ever, as the New England Patriots came roaring back to accomplish one of the largest comebacks in NFL history. For the fans involved, it was a whirlwind of emotions, and they readily took to social media to express them. To get a better sense of these fan emotions, we analyzed Twitter feeds from Massachusetts and from Georgia, captured during the game with a new cutting-edge emotion algorithm developed at Forrester. The results of our analysis paint a clear picture of two very different roller coaster rides. Atlanta Falcons fans went from the joy of a sure win to the disgust and sadness of having victory snatched from their hands — quite literally, considering Julian Edelman’s ridiculous catch with just over 2 minutes left. Patriots fans, on the other hand, quickly regained the sense of anticipation they had felt when beginning the game as the favorites (perfectly inverted with their sense of disgust, which peaked when their team was down 25 points), culminating in a combination of surprise and joy at pulling off such an improbable comeback.

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