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.