Research Findings

The digital outlook for 2020 is comprised of data collected from two studies. The Global Digital Outlook from Forrester Research and SoDA was fielded in Q4 2019. This study collected data on spending trends, the adoption of emerging technology, perspectives on the future of digital and evolving priorities of both brand marketers and agency leaders.

Given the unanticipated and immediate impact of COVID-19, SoDA fielded a supplementary study with agency leaders from March 13-22 to better understand how their outlook for 2020 had changed since the beginning of the year, what immediate actions they’d taken and how prepared they felt for such an abrupt and intense disruption.

Highlights from both studies are included in the 2020 Digital Outlook Research Summary.