(After an interesting Twitter-based conversation with Illuminata’s Gordon Haff and former IDC analyst Ida-Rose Sylvester over the use of the word comprehensive, we have decided to use the word all-inclusive instead. )
One aspect of the analyst industry that is not widely known by technology buyers (aka end users, usually IT managers) and vendors is that industry analysts do not have the resources (e.g., time and travel budget) to conduct and publish comprehensive all-inclusive research about a market. Advisory analysts gather most of their data from client inquiry and vendor briefings. The major firms do not conduct product evaluations, lab tests against specifications, or quality of service investigations.
This point was highlighted by Forrester analyst Jeremiah Owyang in Starting the Forrester Wave: White Label Social Networks and Community Platforms about some research he is working on:
“…I made a call for the vendor product catalog in this market, (and via email and twitter) that document is a detailed index of over 40 vendors in the space, (aprox 50% of the market) and will be available to Forrester clients…”
“…Due to the rigorous methodology … The Wave will only include several vendors.”
There are two key points here, one is that the vendor catalog is only a subset of the market and, two, the Wave will be a further subset of the vendor catalog the analyst assembled.
For vendors in this market these points should send a shiver down their spines. If they Continue reading
Filed under: Analyst industry, AR management, Research Consumer, Research methodology, Research quality | Tagged: analyst relations, analysts, AR, Forrester, industry analysts, IT analysts, Jeremiah Owyang, tech analysts | 8 Comments »