• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

“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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