Forrester Research

Forrester Research. It is a prominent American market research and advisory firm that focuses on the impact of technology on consumers, businesses, and society. Founded in 1983, the company is known for its proprietary research, forecasting, and consulting services that guide leaders in technology, marketing, and strategy. Its analyses and frameworks are widely cited by Fortune 500 companies, venture capital firms, and media outlets to inform critical business decisions.

History

The company was established in July 1983 by George F. Colony, who remains its chairman and chief executive officer. Initially focused on the then-nascent personal computer industry and its impact on corporate strategy, its early research provided critical insights during the rise of client-server architecture. A significant early development was the creation of the Technographics market segmentation methodology in the 1990s, which analyzed consumers based on their attitude toward technology. The firm went public on the NASDAQ stock exchange in 1996, raising capital to expand its research coverage. Throughout the 2000s, it grew its influence by analyzing major shifts like the dot-com bubble, the advent of cloud computing, and the rise of digital transformation. In 2021, the company acquired SiriusDecisions, a leading B2B marketing, sales, and product research and advisory firm, significantly expanding its reach.

Business model and services

Its primary business model is a subscription-based service, where clients pay for access to its continuous stream of research, data, and analyst inquiry. Core offerings include syndicated research reports across roles such as CIOs, CMOs, and customer experience leaders, alongside proprietary data products like the Forrester Wave vendor evaluation. The firm provides custom consulting projects and advisory sessions, allowing for tailored strategic guidance. It also hosts numerous executive events and webinars throughout the year, such as the Forrester Technology & Innovation Summit. These services are delivered through a global network of analysts and consultants operating from offices in major cities worldwide, including Boston, San Francisco, London, and Singapore.

Influence and impact

The company has exerted considerable influence through its widely adopted analytical frameworks and its role in defining industry terminology. It is credited with popularizing and rigorously defining concepts such as the customer experience discipline, Zero Trust security, and the total economic impact methodology. Its Forrester Wave evaluations are considered authoritative assessments of technology vendors, significantly influencing procurement decisions in sectors from CRM to cybersecurity. Research and predictions from its analysts are frequently cited in major media outlets like The Wall Street Journal, CNBC, and Bloomberg News. Furthermore, its annual forecasts and trend reports help shape the strategic planning of numerous Global 2000 companies and inform the investment theses of leading private equity firms.

Key analysts and alumni

Throughout its history, the firm has employed many influential analysts who have become thought leaders. Notable long-tenured figures include Harley Manning, a pioneer in customer experience research, and John C. McCarthy, a veteran analyst of the software industry. Other prominent analysts have included Julie A. Ask, known for work on mobile commerce, and James McQuivey, who authored influential research on digital disruption. Alumni of the company have moved on to high-profile roles across the technology landscape, taking leadership positions at firms like Google, Salesforce, and Amazon Web Services, as well as founding successful startup companies and joining prominent venture capital firms such as Andreessen Horowitz.

Criticism and controversies

Like other major analyst firms, it has faced criticism over potential conflicts of interest, as its revenue derives from the same technology vendors it evaluates and the enterprises that buy those vendors' products. Some industry observers have questioned the objectivity of its Forrester Wave reports, suggesting the evaluation criteria can be subjective or favor larger, established clients. The firm has also been challenged on the accuracy of specific predictions, a common issue in technology forecasting. Additionally, its acquisition and integration of SiriusDecisions led to some market confusion and client attrition during the transition period. Despite these criticisms, it maintains its position as one of the "Big Three" firms in the sector, alongside Gartner and IDC.

Category:Market research companies of the United States Category:Companies based in Cambridge, Massachusetts Category:Companies listed on NASDAQ