• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

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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