• Recent Posts: Influencer Relations

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    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 […]

The Analysts are not “Nattering Nabobs of Negativism”

One of the myths about the analysts that we talk about in the AR Effectiveness Seminar and other venues is “Myth #5: Analysts slam vendors – and enjoy it.” While a popular myth, it is not supported by the facts.

One of my biggest budget items when I was the AR director at a major vendor was tracking analyst opinion, including tagging research for tone and opinion. In reviewing sentiment data attached to analyst quotes/research with the firm we out-tasked research analytics to (Analyst Strategy Group, ASG), we discovered that analysts are not the “nattering nabobs of negativism” many executives accuse them of being.  In fact, analysts are closer to “nattering nabobs of neutrality,” based on the finding that approximately 60% of the analyst quotes/research reports and press quotes are neutral, while 35% are positive and only 5% are negative.

Makes you wonder why IT managers pay analysts the big bucks if they are not getting hard hitting advice with definite opinions.  Of course, written word is only a small part of the analyst influence and spoken word audits may show different results.

SageCircle Technique:

  • Track positive/neutral/negative opinions, not just mentions
  • Analyze data to learn analysts’ ‘real’ views
  • Focus efforts on key analysts with greatest impact-those with positive or negative opinions
  • Consider these written word audits as only part of your overall analyst measurement

Bottom Line: Contrary to common perception, the IT industry analysts are not overly focused on the negative.  In fact, “neutral” is the most common sentiment assigned to analyst quotes and research.

Question: How do you monitor analyst opinion? Do you engage a third party to help with the task? Do you tag tonality or merely count mentions?

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