Analyst Relations

 

Clicking with the Industry Analyst Community

 

AnalystClix is a collection of Analyst Relations' consultancy, training and services provided for customer-focused businesses. But, first of all, what is Analyst Relations?

 

What is Analyst Relations?

Analyst Relations is a complex art. Get it right, and accolades could ensue. Get it wrong and a vendor's hard won reputation could be in tatters.

Globally, there are a number of active analyst companies whose staff survey the movement of specific technology or service markets and / or provide advice on technology-related products and services. It is important for these specialists to retain their independent stance in their respective fields. They exert a large influence in the marketplace and may be perceived as gurus. Industry analysts look to technology and service vendors to provide them with up-to-date information about market, product and service happenings to inform their overall opinion of the marketplace.

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Who buys industry analyst intelligence?

Analyst intelligence is mainly purchased by end users of technology and services, vendors, investors, media and government, amongst others.

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Why deal with the industry analyst community?

As mentioned above, a variety of different groups purchase analyst intelligence. Thus analysts can exert a large influence on the buyers. For example, the IT director of a large business may seek assurance from an analyst that the type of technology or service being considered for purchase is viable. Vendors will seek analyst intelligence to aid strategic planning and in order to remain alert to partnership opportunities or competitive moves. Investors wish to be reassured that they are making wise investments. Journalists contact analysts for article research and to get a third-party quote, which lends credibility to publications. Governments wish to know about market movements for planning purchases and, of course, are large buyers of technology and services. Consequently, briefing analysts at the right time, with the right message can raise brand awareness of a vendor's products or services to a large and diverse audience.

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When is it best to speak to analysts?

Analysts are under time constraints. If a briefing has been sanctioned, inform and assist the analysts as much as possible. Briefings every six months are standard but this is dependent on whether the analyst has both the time and inclination to hear from that vendor again, or if the vendor has anything new to convey. It is important to remember that speaking with analysts is not a one-way conversation between the vendor and the analyst as, post-briefing, the vendor will return to the vendor to seek further information. And, whilst analysts must retain independence, they will be appreciative of those vendors with whom they have established a good working relationship and whom are proactive in helping them with their research.

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Where are analyst offices located?

Analyst companies, such as IDC, Gartner or Forrester Research have their headquarters based in the USA, as well as offices across the globe. However, there are also numerous analyst companies who base their headquarters in Europe or Asia Pacific, and hold as much weight in the marketplace. These include the Hewson Group, Nelson Hall, IDEAs International, Juniper Research, Macarthur Stroud International, Pierre Audoin Consultants (PAC), Quocirca, and Tekplus, to name a few.

 

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