Can't see the tech forest for the trees? Maybe a Forrester ranger can guide you through the technological timber. One of the leading market research firms focused on the Internet and technology, Forrester Research supplies reports and briefs to more than 2,600 corporate clients, providing insight into market forces, industry trends, and consumer behavior. Forrester also offers custom research and consulting services to give its clients additional understanding of the technology market. In addition, the company produces a number of events where its clients can network with each other as well as with players in the technology industry.
Forrester makes its services available through annual contract subscriptions, which accounted for 68% of its revenue in 2011. Clients can acquire access to Forrester's RoleView service, giving them comprehensive access to its vast assortment of research offerings.
Forrester's strategy involves developing more "role-based" products within its RoleView portfolio. To this end, it has developed three products targeting three distinct professionals: information technology, marketing and strategy, and technology. In 2011 Forrester rolled out several new and enhanced data products and services for marketing professionals operating as strategic business advisors.
The company also offers advisory services (including consulting) for additional fees. It hopes to launch more value-added services leveraged from its core research, and in addition, it plans on augmenting its international presence.
Forrester supplements its offerings through acquisitions. In mid-2011 it obtained Springboard Research, a research and advisory firm with expertise in the Asia/Pacific markets. The purchase opened the door for Forrester to sell its products and services in the important Chinese market, one of the fastest growing in the world. In late 2009, it bought New Strategic Oxygen for about $7 million. Strategic Oxygen provided tools to assist marketing professionals with planning their marketing mix and channel strategies.
Chairman and CEO George Forrester Colony owns about 35% of the company. – less