Ovum, Forrester, and Gartner are the three largest technology analysts in the world. Recently, two of the three, published reports and articles about DigitalMR and its platforms for social listening and online communities ; we thought we should return the favour and speak highly of the two, while we shame the third. They like to call themselves research companies, a bit confusing for the market research sector which is traditionally about surveys and focus groups. It began operations in and by claimed to be the largest technology analyst firm that was headquartered outside of the United States.
Forrester Research was founded in July The company was founded in Revenue: 2. Gartner does not have a comparable section in their Magic Quadrant report, but does have a similar resource in their Critical Capabilities Report.
Each report includes small profiles based on what the analysts of each organization have taken from each product.
Search for:. Share this: LinkedIn Twitter Facebook. It claims to have fine-tuned hiring to minimise wastage, and continues to focus on sales productivity. Forrester brought on Michael Morhardt about four years ago as Chief Sales Officer, and has continued to refine its sales model since then, with varying degrees of success. Under the latest structure:. Likewise, I have nothing against Forrester — I have some great mates who work there and I respect their research.
Gartner has always been acquisitive, adding breadth to its portfolio. In , it acquired Peer Insights, a sort-of-less-nasty TripAdvisor review site for IT user feedback, which extends its ability to get direct insight from users about IT vendor performance. That deal is expected to close in April.
Gartner wants to play across the business, and always has dozens of potential acquisitions on its radar. Forrester wants to play that game too. Meanwhile, International Data Corporation is also cashed-up for acquisitions, with its new Chinese venture capital owners also placing some emphasis on inorganic growth.
Gartner remains the pound gorilla, but extends its reach into other line of business segments with the CEB acquisition. With the addition of CEB and other acquisitions, that penetration will no doubt increase. The most attractive are those outside of IT, who can add breadth to the offerings of these traditionally IT-focused firms. From an AR perspective, the new Gartner is a lot more complex.
AR pros are already wrestling with how Peer Insights will impact existing engagement programs, while at the same time figuring out how to deal with CEB, whose people act more like advisors than analysts. It seems that the bigger Gartner gets, the harder it is to navigate. Forrester, meanwhile, seems to be under attack from some of the ATGs Alternatives to Garter which have narrower focus, particularly around digital marketing.
These firms are driving revenue out of lines of business rather than IT and generally have been established by Gartner and Forrester alumni — Constellation Research and Altimeter are probably the most visible examples, but there are others, and while generally smaller, they are becoming more important.
That will change how customers buy from them, how they influence customers, and how vendors try to influence the analysts. But in the short term, the analyst business remains pretty much the same.
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