Dipanjan Chatterjee

Vice President, Principal Analyst

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Blog

50/50: Gratuity Has Reached A Tipping Point

Dipanjan Chatterjee February 22, 2024
Tipping fatigue is growing as automatic prompts on digital points of sale proliferate. Find out the consumer sentiment on this hot topic.
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog

If It’s January, It Must Be Time For CES 2024

Dipanjan Chatterjee January 2, 2024
What will be the three biggest themes to watch out for at CES 2024? Find out in this preview of the upcoming event in Las Vegas.
Blog

One Game To Rule Them All: Sports And Fandom In America

Dipanjan Chatterjee December 9, 2023
It’s not often that soccer and the United States are spoken of in the same breath. But a diminutive Argentinian possessing outsized wizardry changed all of that. Lionel Messi put US Major League Soccer on the world map, and Apple brought the games into American living rooms. On Saturday, December 9, it all comes to […]
Blog

Consumer Spending Expectations — Holiday Edition

Dipanjan Chatterjee November 8, 2023
Consumers are mostly skittish about spending more this holiday than they have the rest of the year, and categories like beauty and personal care and consumer durables will fare far worse than health and wellness and apparel.
Blog

Five Holiday Shopping Trends That Will Surprise You

Dipanjan Chatterjee October 27, 2023
Brands must contend with a consumer caught between sagging confidence and a healthy pocketbook, making this a holiday unlike any other.
Video

Predictions 2024: CMOs Prioritize Practicality Over Purpose

Mike Proulx October 25, 2023

Blog

Consumer Spending Trends — 2023 Edition

Dipanjan Chatterjee September 8, 2023
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
Blog

Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]
Blog

Headed To The “Barbie” Movie? Read This First.

Dipanjan Chatterjee July 19, 2023
The much-anticipated “Barbie” movie releasing on July 21 comes with a bold promise — it’s for those who love Barbie as much as it is for those who hate her. So no matter which camp you’re in, when the lights dim and Margot Robbie appears in a flash of brilliant pink, realize that what you’re […]
Blog

The 2023 FIFA Women’s World Cup Is A Bonanza For Brands

Dipanjan Chatterjee July 13, 2023
Soccer's massive reach plus the passion it inspires creates a combination that's tailor-made for marketing.
Blog

Introducing Forrester’s Revenue Growth Framework

Dipanjan Chatterjee June 5, 2023
Boost bottom-line profitability with a structured and strategic approach to top-line revenue growth by activating five marketing levers.
Blog

Growth Is Essential Yet Elusive — How Will Your Company Grow Revenue?

Dipanjan Chatterjee May 17, 2023
Growth, while essential, will remain elusive in 2023. How can you craft a strategy to grow revenue and create value for this year and beyond?
Blog

Here’s How You Pick The Right Digital Experience For Your Customer

Dipanjan Chatterjee April 11, 2023
The Problem: Digital Touchpoint Choice Architecture Brands are shaped by the experiences that they provide, and today’s experiences are overwhelmingly digital. As consumers interact with a brand in a multitude of ways (chat, voice, augmented reality, etc.), how does a company decide which digital touchpoints to make available? At its heart, this is a choice […]
Blog

Brand Energy 2023: Here Are The Brands That Are Salient, Relevant, And Loved

Dipanjan Chatterjee March 30, 2023
BRAND ENERGY REBOOT In 2017, we introduced a seminal approach to understanding a brand’s performance: Forrester’s Brand Energy Framework. Based on a survey of 4,436 US online adults, we combined iterative data-mining techniques and structured equation modeling to test millions (yes, millions!) of models that mapped perception of brand strength to business outcomes. This year, […]
Blog

Consumers Push Back On Price, Forcing Companies To Seek New Growth

Dipanjan Chatterjee March 16, 2023
As revenue growth begins to slow, companies will seek new ways of driving volume, including exploring previously untapped consumer segments.
Blog

There’s A Recession, But Not In My Backyard

Dipanjan Chatterjee February 9, 2023
Reconciling consumer perceptions with the macroeconomic data can be perplexing. Here, we provide some clarity.
Video

Five Ways That B2C CMOs Can Navigate The 2023 Downturn

Mike Proulx January 26, 2023

Blog

Empowered Customers Seek Three Types Of Brand Experiences

Dipanjan Chatterjee January 23, 2023
In 2023, Empowered Customers Are Engaging Differently With Brands In 2016, we introduced Forrester’s Empowered Customer Segmentation, based on consumer behavior we’ve been monitoring and analyzing since the 1997 launch of Forrester Analytics’ Consumer Technographics® survey data. This segmentation framework groups consumers along several dimensions of empowerment, such as being open to new experiences, having […]
Video

Predictions 2023: Consumers Will Spend More And Demand Better

Dipanjan Chatterjee October 25, 2022
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