• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

“Dont’s” about using analyst written research

The IT industry analysts do a good job of researching and analyzing the IT industry. Where they often do not do a good job lies in educating their own clients on how to use the research and recommendations. This is critical because analyst clients could end up making wrong decisions about technology and services, putting their companies – and their jobs – at risk. Don’t take written research at face value or view only the research from a single firm.  Unfortunately, time-constrained consumers tend to bad practices such as:

  • Using old, out-of-date research about markets, vendors and products. While what constitutes “old” varies with market any research paper more than three months old should be checked to see if it is the most current.
  • Using information or recommendations out-of-context. Most published research papers are part of a series of published materials that provide context to the recommendations that may appear in any single paper.  Vendors may also provide an analyst chart or quote in a sales presentation and the entire report should be reviewed.
  • Using generic information that does not necessarily relate to the company’s situation.
  • Using the recommendations in a research paper without knowing the assumptions used to make those recommendations.
  • Using material about a vendor that is from a related but different market coverage.
  • Using research reports provided by a vendor from a “whitepaper for hire” analyst.
  • Using only formal research publications and not reading blogs of competiting analysts.

A good research consumer will review materials from multiple firms for consistency, immediacy, applicability, and relevance and then check with the analyst(s) directly to enhance their understanding.

Bottom Line: The most important tool to leverage in using analyst research is the telephone. While the published research is useful, the real value of an analyst subscription lies in being able to talk directly with the analysts to apply the research to your specific situation. Whenever using an analyst to make a product or vendor decision, it is important to set up a series of inquiries validate your perception of the current research.

Question:

Clients – Do you always take advantage of your inquiry opportunity to dig deeper into analyst research?

Analysts – Do you appreciate when a client is being a good consumer and asking you to dig into an issue?

Vendors – Do you suggest that prospects go beyond written research, even when you are favorably mentioned?

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.

One Response

  1. […] using analyst research Posted on February 13, 2008 by sagecircle Last week we posted some “dont’s” about using analyst written research, so it seems appropriate to follow up with some positive actions for how to use the research and […]

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