• 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 […]

Don’t ignore research associates

SageCircle came across Forrester research associate Timothy DeGennaro (Twitter handle) the other day while looking for analysts to add to the Analyst Twitter Directory

Research associates are typically recent college graduates who assist senior analysts with their projects. Occasionally research associates will get a contributor mention (“with”) for a piece of research, but they do not have a listing and biography on the analysts page. Because the perception is that research associates only do grunt work analyst relations (AR) professionals frequently overlook their potential future influence. This could be a missed opportunity because research associates do have ambitions, such as the one DeGennaro stated on his LinkedIn page:

“…I am currently a Research Associate at Forrester Research taking on such coverage areas as PMOs, Project Portfolio Management, and PPM software solutions.

I aspire to someday (soon) own this coverage area at Forrester as an analyst. …”

It is not just future influence that could be important.  The research associates could also be working on something today that impacts your company. For example, DeGennaro tweeted about working on the PPM TEI model, which could have a big impact on PPM vendors:

“is reorganizing his (Total Economic Impact model) PPM benefit categories to be on the same level of granularity”

It is not just Forrester that has this type of junior staff doing research support. Gartner, IDC, and others have this type of position as well.

SageCircle Technique:

  • Identify which research associates are worthy of special investment (e.g., some personal time)
  • Add them to your analyst lists with a special notation
  • Occasionally reach out to them with information that will help them not just with their current project, but also their careers
  • Monitor your outreach and response to requests to make sure that you are not investing too much effort

Bottom Line: Today’s junior research staff member are tomorrow’s high-visibility influential analysts. AR programs should consider creating an “angel investment fund” to put some effort in helping these research associates to develop relationships that return value over time.

AR managers need to incorporate into their AR Strategic & Tactical  Plan innovative activies like working with research associates. Check out SageCircle’s STRATEGIC ISSUES: Challenges for AR Team seminar which has sections on planning and innovative techniques. The next seminar will be held on March 24-25, 2009 in Cupertino in the Silicon Valley. Click here for more information including agenda, registration and future sessions.

Question: AR managers – Have you spent time with research associates? What was your impression of these junior research associates?

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