Forrester and Nielsen on a Marketer’s Sensory Necessities


Ranjani Raghupathi

September 4, 2014 2 min read

Updated on May 2, 2017

As marketers, one of the challenges we face is empathizing with our end consumer and truly understanding their mindset. As the old adage goes, the key to knowing someone better is to walk a mile in their shoes. In order to connect with your consumers better, and to stay on top of what’s happening in their world, you should take a look at these articles from Forrester and Nielsen.

ForresterThe age of Visuals 

They say a picture is worth a thousand words and apparently that’s how the internet prefers them. Now that emojis, images and GIFs are all accepted modes of digital communication, where does that leave language? 

In her short blog post, Anjali Lai of Forrester explores the expansion of the visual vocabulary and how that has led to the necessity for visual analytics. Read the article to understand the opportunity behind the growing image-heavy social networks like Instagram and Pinterest.

NielsenListen to your Consumer

Peter Drucker said, “The aim of marketing is to make selling unnecessary.” The job of a marketer is to give the consumer a compelling offer they cannot refuse. However, how do you differentiate between what you think the consumer wants and what they actually need? By listening.

Nielsen’s Marcy Shinder prescribes a ‘flexible presentation’ with a group of potential clients. In the report, she introduces the importance of interactive data visualizations and the power of data inspired insights.

In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and modern communicator.

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