This report is based on in-depth interviews with top technology industry analysts, including Karsten Weide (IDC), Maria Rua Aguete (Omdia), and Guy Bisson (Ampere Analysis).

Key findings include:

• Analysts across the board are reporting they are busier than ever, especially for consultancy as B2B tech buyers are relying more on their advice.
• This is the result of ongoing disruption across a number of markets, which has only been accelerated by the COVID-19 pandemic.
• There are more boutique and independent analysts with niche specialisms now, meaning analyst relations is no longer the exclusive domain of large organisations.
• Companies can achieve a competitive advantage if they approach AR in the right way. Working through clear business objectives is the key.