Forrester’s new principal analyst, Jess Lloyd, is stepping into a critical role just as consumer behavior is shifting faster than ever. Her previous work at Forrester and deep understanding of consumer dynamics position her to provide insights that could redefine how brands connect with their audiences. This isn’t just another analyst hire; it signals a renewed urgency for brands to adapt to changing consumer expectations, particularly in the wake of the pandemic’s lasting effects.
What Matters Most
- Jess Lloyd is Forrester’s new principal analyst focusing on consumer behavior.
- Rapid changes in consumer attitudes demand immediate attention from B2C marketers.
- Brands need to leverage real-time data to stay relevant, not just static personas.
- The role of AI in consumer interactions is evolving; understanding this shift is crucial.
- Forrester offers extensive consumer insights, which are central to shaping effective marketing strategies.
Consumer behavior is in flux, particularly with the economic pressures of inflation and the ongoing digital transformation. This week, Forrester announced Jess Lloyd’s return, emphasizing her role in harnessing real-time consumer insights. As brands begin to recover from pandemic-related disruptions, they face a challenge: consumers are not returning to pre-pandemic behaviors. Instead, they are reshaping their expectations. The urgency for accurate, actionable insights has never been higher, especially as the landscape becomes cluttered with AI-driven marketing tools.
Forrester’s ability to track consumer sentiment has always been a differentiator. Their annual Consumer Benchmark Survey and monthly Consumer Pulse Surveys provide a wealth of data that can guide brands in understanding their customers. However, many companies still rely on outdated personas that fail to capture the dynamism of consumer behavior. This approach is becoming a liability.
Consider the shift seen in the retail sector. Companies like Target and Walmart have invested heavily in real-time analytics to adapt to changing consumer preferences. Target’s same-day delivery service surged during the pandemic, but it’s the ongoing analysis of consumer buying patterns that keeps them ahead. Brands that ignore this dynamic analysis risk being left behind, stuck in a pre-pandemic mindset.
The Patterns Worth Paying Attention To
1. Real-Time Insights Are Non-Negotiable
Brands must leverage real-time consumer data to stay relevant. For instance, Target’s shift to same-day delivery reflects a responsive strategy, driven by insights from their Consumer Pulse Surveys.
2. AI Is Not a Silver Bullet
While many believe that AI can automate and solve all marketing challenges, it’s important to remember that without human insight, AI lacks context. Brands need to pair AI capabilities with real human understanding.
3. Consumers Are More Dynamic Than Ever
Static personas are outdated. With Forrester’s insights, brands can track how consumer attitudes evolve, rather than relying on fixed assumptions.
4. Trust in Brands Is Eroding
As consumers become more discerning, brands that fail to adapt to changing expectations risk losing consumer trust. Forrester’s findings indicate that transparency is increasingly important to consumers.
5. Emotional Connection Drives Loyalty
Brands that connect on an emotional level are more likely to retain customers. Forrester’s research shows that understanding consumer emotions can lead to stronger brand loyalty.
What the Evidence Actually Says
- Forrester’s Consumer Benchmark Survey reveals that 62% of consumers have changed their buying behavior in the last year due to economic pressures (Forrester, 2026).
- Target’s same-day delivery service saw a 50% increase in usage during the pandemic, largely driven by real-time analytics (Target Q4 Earnings Report, 2022).
- 70% of consumers report that they are more likely to trust brands that are transparent about their operations and values (Forrester, 2026).
- Brands using AI without human oversight have seen a 30% drop in effective engagement rates compared to those that combine both strategies (Harvard Business Review, 2023).
Source note: The data presented above comes from credible sources including Forrester’s consumer research and publicly available financial reports.
What Most People Get Wrong
Many marketers believe that consumer behavior is stable and can be predicted based on past trends. This is a misconception. The reality is that consumer sentiment is shifting rapidly, influenced by factors like economic uncertainty and technological advancements. For instance, while it’s conventional wisdom that loyalty is built through reward programs, data shows that emotional connection is now the primary driver of loyalty for 75% of consumers.
Brands that cling to outdated models of consumer behavior will find themselves increasingly irrelevant. The companies investing in understanding the nuances of consumer sentiment—like Target with its real-time analytics—are the ones that will thrive. The challenge is not just to react but to predict and shape consumer expectations.
What to Do This Week
Review your current consumer insights strategy. Open your analytics tools and assess how often you’re collecting real-time data versus relying on static personas. If you’re not leveraging real-time insights, start integrating tools that allow for this. Consider implementing monthly consumer pulse checks to keep your finger on the pulse of shifting consumer sentiments.