| F O R I M M
E D I A T E R E L E A S E
Analyzing the Analysts
Azul Partners surveys end users and
vendors to determine perceptions of industry analyst firms;
Aberdeen Group, AMR Research and Gartner earn high marks
CHICAGO, IL—June
9, 2005—Which industry analyst firm is the most insightful?
Who has the best research? Who is considered most arrogant?
A new report released today by Azul Partners, a leading provider
of strategic marketing services, tells all from the perspective
of those whose opinion matters the most: end users and vendors.
“The Industry Analyst marketplace
has evolved dramatically in recent years,” said Jason
Busch, Managing Director of Azul Partners. “But no one
has stopped to ask what end users and vendors really think
about the firms involved. This study provides a snapshot of
the way in which buyers and users of research view the leading
analyst firms and what they ultimately expect from their relationships
with them.”
Conducted between February and April, the
study polled 40 end users and 40 vendors to determine what
they thought of the following firms:
- Aberdeen Group
- AMR Research
- ARC Advisory Group
- Butler Group
- Forrester Research
- Gartner
- Yankee Group
Participants were asked a variety of questions
that sought to determine which firms are best known in the
market, which have the strongest brand reputation and highest
quality research, who is the most influential and differentiated
and what is expected when entering into a commercial relationship
with them.
Among the key findings of the survey:
- Aberdeen Group ranks as both the most
insightful and valuable firm among end users.
- Vendors rate AMR Research as most insightful
and Gartner Group most valuable.
- Gartner has the strongest brand among
end users and vendors alike.
End users and vendors interviewed as part
of the study made it clear that they expect more from industry
analysts than research, white papers and the occasional briefing
and resulting reference or endorsement. “What they’re
really looking for are strategic partners who can help them
build their customer base and sell into it.” Busch said.
“And they don’t want ivory tower thinking. They
want actionable information that they can use to prioritize
their target markets and R&D investments to gain competitive
advantage.” Among the firms scoring highest in this
area was Aberdeen Group, whom vendors and end users praised
for “being in the trenches” and providing information
that helped them make better decisions and become more efficient.
In evaluating firms, survey participants
cited the importance of analysts with practical experience
in their sectors and connections to business people within
their target markets. “Historically, vendors briefed
firms because they had the ear of the CIO,” Busch added.
“But increasingly, business people are making technology
buying decisions, including the CEO, CFO and even middle managers.”
AMR Research ranked highly in this category, with end users
noting that AMR “has guys who have been in the real-world.”
Forrester Research, in contrast, was cited as “conceptual
and visionary”.
What do end users and vendors expect from
the Industry analyst firms that they deal with? First and
foremost, access and dedicated service. Also cited as critical
were real world experience, quality research, objectivity
and trust. “The business model on which analyst firms
operate and the way in which they work with vendors and end
users is clearly changing,” Busch said. “Pay for
play just doesn’t work anymore. In order to increase
their value and become indispensable, firms must shift their
paradigm and work with their clients as partners.”
““The
Real Deal: Vendor and End User Perceptions of Industry Analyst
Firms,”” is available online at www.azulpartners.com
About Azul Partners
Azul Partners works with organizations
to develop persuasive content and novel strategies that incorporate
rational arguments, deep research and subject matter expertise.
Founded in Chicago in January 2004, Azul Partners advises
leading software and professional services organizations.
For more information about the company, please visit our website
at www.azulpartners.com
Contact:
Karen Kovatch
Kovatch Communications
(724) 776-7545
Karen@kovatchcommunications.com |
