About Forrester Research

Forrester Research, Inc. operates as a global independent research and advisory company. The company helps leaders across technology, customer experience, marketing, sales and product functions use customer obsession to accelerate growth. The company’s unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide, rigorous and objective research methodologies; over 100 million real-time feedback votes; and the shared wisdom of its clients. The company’s contract value (CV) products primarily consist of its subscription research products, while its non-CV businesses, consulting and events, play critical complementary roles in driving its CV growth. Products and Services The company strives to be an indispensable source that business and technology leaders across functions, including technology, customer experience, digital, marketing, sales, and product, worldwide turn to for ongoing guidance to plan and operate more effectively. The company delivers its products and services globally through three business segments – Research, Consulting and Events. Research The company provides objective, independent and data-driven research insights utilizing both qualitative and quantitative data. The company adheres to rigorous, unbiased research methodologies that are transparent and publicly available to ensure consistent research quality across markets, technologies, and geographies. The company primary subscription research services include Forrester Decisions, Forrester Research, and SiriusDecisions Research. This portfolio of research services is designed to provide business and technology leaders with a proven path to growth through customer obsession. Key content available via online access includes future trends, predictions, and market forecasts; deep consumer and business buyer data and insights; curated best practice models and tools to run business functions; operational and performance benchmarking data; and technology and service market landscapes and vendor evaluations. The company’s research services also include time with its analysts to apply research to their context. Launched in 2021, Forrester Decisions is a portfolio of standardized research services combining key features of Forrester Research with key features of SiriusDecisions Research. Consulting The company’s Consulting business includes consulting projects and advisory services. The company delivers focused insights and recommendations to assist clients in developing and executing their technology and business strategies. The company’s consulting projects help clients with challenges addressed in its published research. The company’s consulting projects include conducting maturity assessments, prioritizing best practices, developing strategies, building business cases, selecting technology vendors, structuring organizations, developing content marketing strategies and collateral, and sales tools. Consulting plays an important role in supporting the company’s CV growth, as it has found that clients that purchase consulting projects from it renew their CV contracts at higher rates compared to clients that do not purchase consulting. Events The company hosts multiple events across North America, Europe, and the Asia-Pacific region throughout the year. Forrester Events are thoughtfully designed and curated experiences to provide clients with insights and actionable advice to achieve accelerated business growth. Forrester Events focus on business imperatives of significant interest to clients, including business-to-business marketing, sales and product leadership, customer experience, security and risk, new technology and innovation, and data strategies and insights. One of the primary purposes of the company’s Events business is to help drive its CV growth, and it has found that prospective clients that have attended one of its events convert into clients at higher rates compared to those that have not attended an event. Due to the COVID-19 pandemic, in 2020 and 2021, the company began offering its events as live virtual experiences. These virtual events allowed the company to offer added attendee benefits, such as on demand sessions, more networking opportunities and more content, leading to higher attendee engagement. In 2022, the company held all of its events as hybrid events, consisting of both in-person and virtual experiences. The company plans to hold all of its events in 2023 and beyond as hybrid events. Sales and Marketing The company sells its products and services through its direct sales force in various locations in North America, Europe and the Asia Pacific region. The company’s sales organization is organized into groups based on client size, geography, and market potential. The company’s Premier groups focus on its largest vendor and end user clients across the globe while its Core group focuses on small to mid-sized vendor clients. The company’s European and Asia Pacific groups focus on both end user and vendor clients in their respective geographies. The company’s International Business Development group sells its products and services through independent sales representatives in select international locations. The company also has a group dedicated to event sales. The company also sells select Research products directly online through its website. The company’s marketing activities are designed to elevate the Forrester brand, differentiate and promote Forrester’s products and services, improve the client experience, and drive growth. The company achieves these outcomes by combining the value of reputation, demand generation, customer engagement, and sales and customer success enablement programs to deliver multichannel campaigns and high-quality digital experiences. The company’s customer success organization conducts post-sale engagement activities that are designed to align to client outcomes, accelerate time to value, and drive higher retention. As of December 31, 2022, the company’s products and services were delivered to more than 2,700 client companies. Competition The company’s principal direct competitors include other independent providers of research and advisory services, such as Gartner. It also faces competition from free sources of information available on the Internet, such as Google. History Forrester Research, Inc. was founded in 1983. The company was incorporated in Massachusetts in 1983 and reincorporated in Delaware in 1996.