• Recent Posts: Influencer Relations

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

Using analyst inquiry… Find out what’s heating up and what’s cooling off

icon-phone-headset.jpgOne of the assets that well-connected analysts have is their many anecdotal data points gleamed from day-to-day conversations.  While not statistically valid, doing pattern analysis on these questions can reveal some interesting insights into emerging trends and issues falling off the radar screen. The problem from a research consumer point-of-view is that these data points are locked inside the head of the analysts* and are rarely the focus of a research note. To get to that information, clients need to use inquiry.
 
SageCircle Technique:
Use the regular client-service process of your analyst contract to schedule the inquiry. This type of inquiry does not need to be done more than twice a year. The timing could be tied to your planning cycles or immediately after an analyst conference (e.g., AMR’s Supply Chain Executive Conference) as the analyst will have just experienced a spike in client interactions. Example questions include:
 
General: What are new issues that are coming up in inquiries in the last three months? What are topics that use to come up frequently, but are now dropping off in popularity?
 
End User: CIO – Does the shift in questions represent a potential strategic change in IT plans or reflect day-to-day management issues?
 
End User: IT manager – Are new technical support issues starting to pop up from early adopters of a technology or product?
 
Vendor: AR – How might new inquiry topics impact your research agenda? Anything I can do to help you gather data points?
 
Vendor: Product Manager – Does any change in topic pattern impact my product? If so, how?
 
Vendor: Market Intelligence – What does the change in topic pattern say about the competitive landscape?
 
Reporters – Are there new topics of inquiry that might be the basis for a story?
 
Financial Analysts – Do the shifts in inquiry topics presage a change to the market sector?  Will any particular vendor benefit or suffer because of this shift?
 
BTW, don’t just do inquires with the Big Three (i.e., Forrester, Gartner and IDC).  You may get different insights by checking with many types of analysts from boutiques, vertically focused, or specialists. There are many smart analysts outside the Big 3 firms with valuable points-of-view and sources of information. Last but not least, check the analyst/bloggers for their most current entries.
 
* Forrester’s Inquiry Advantage, a quarterly database of inquiries, is very useful but cannot be purchased as a standalone item. It is a deliverable with the AR Council, the Market Research Council and the Technology Marketing Executive Council.

Bottom Line: Unlock those nuggets of gold inside the head of the analysts via inquiry.
 
Question: How did the analysts react to your inquiry? Please leave a comment or send an e-mail to info [at] sagecircle dot com.

Are you getting the most from your analyst contracts? SageCircle can help. Our strategists can:

  • Evaluate the usage of your contracted analyst services and suggest ways to maximize business value from your investment
  • Train your colleagues with analysts seats (e.g., Gartner Advisory and Forrester Roleview) through efficient and effective distance learning via webinar or teleconference
  • Critique your upcoming analyst contracts to ensure you are getting the right services from the right firms to meet your business needs
  • Save you time, money and aggravation

To learn more contact us at info [at] sagecircle dot com or 650-274-8309.

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