Forrester’s New Principal Analyst Covering Consumer Behavior

Consumers don’t stand still. And neither can the brands trying to reach them. Attitudes shift, expectations evolve, and new behaviors emerge faster than most CMOs can track. That’s why Forrester invests so heavily in understanding consumers in real time.

One of the things I love most about Forrester is the sheer depth and breadth of our consumer data. From our massive annual Consumer Benchmark Survey to topic-based work such as media and technology, we’re constantly tracking how consumers think, feel, and behave. Our monthly Consumer Pulse Surveys help us monitor change as it happens. And when breaking news hits, Forrester’s ConsumerVoices online panel lets us gather polling data and qualitative verbatims in a matter of hours.

This data advantage is foundational to how we help clients understand consumers — not as static personas but as humans responding to the fury of constant change.

Human Truth Is At The Heart Of Marketing

Especially in the age of AI, understanding rapidly evolving consumer behavior isn’t optional. B2C marketing executives need a clear, evidence-based view of what’s changing, why it matters, and how to respond.

Our portfolio of consumer insights research spans everything from technology usage, immersive tech, US youth, trust in AI, gaming, podcasts, streaming services, global trust, and more. And beyond our published research, Forrester clients can always request data guidance sessions for custom cuts — going deeper into the questions that matter most to their business.

Welcome To Forrester: Jess Lloyd

While many Forrester analysts leverage our consumer data, our consumer behavior analyst plays a unique role: serving as the anchor and guide for business leaders trying to make sense of the forces shaping consumer expectations, purchase decisions, and brand relationships. That’s why I’m thrilled to welcome back to Forrester Jess Lloyd.

The one constant is change — and that’s never truer than when it comes to the consumer.

Jess brings deep practitioner experience across marketing strategy, consumer insights, and brand planning. She joins us from Hill Holliday, where she led the agency’s strategy practice as EVP and head of strategy — helping brands across healthcare, financial services, and education turn consumer insights into differentiated growth strategies.

Before that, Jess led strategy at DiMassimo Goldstein, where she built and scaled capabilities across customer research, journey mapping, brand strategy, and integrated communications — including leading a record-setting CPG product launch.

Earlier in her career, as a principal consultant at Slalom, she helped clients across biotech, retail, and financial services connect brand strategy and consumer insights to broader business decisions.

At Forrester, Jess helps companies adopt customer-obsessed ways of working by aligning teams, processes, and planning models around a shared understanding of the consumer. That includes equipping CMOs with a clear view of macro consumer trends and arming customer insights professionals with practical frameworks and best practices to advance their top initiatives.

See Jess Speak AT CX Forum In June

Check out the video above to learn more about Jess and see her keynote at Forrester’s CX Forum East (June 16-17) or CX Forum West (June 29-30). And if you’re a Forrester client, you can request a Forrester guidance session with her starting today.