Looking at the most important trends in the IT research industry, with Duncan Chapple, Lighthouse Analyst Relations and Marius Jost, HFN Analyst Relations.
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Trends in the IT Research Industry Part 1 of 4
We are in the middle of a very cautious economic climate, so it’s an exciting time in the analyst industry.
In this cast, we are looking at the most important trends in the IT research industry.
Duncan Chapple from Lighthouse Analyst Relations and I have identified six important trends that are influencing the analyst business.
Questions answered:
-What are the changes on the analysts side?
-How is the use of analyst research changing?
For example, there is growing demand for analyst services, while vendors are trying to squeeze analysts down on price.
This happens particularily in the areas where analyst research is critical for business outcomes.
In this first part, we are also looking at the changing economics of the analyst industry. In times where google might help a business to get "the direction" to a market, many analyst firms find that they have to demonstrate their added value more clearly. However, we live in a "for free" culture and (especially smaller) anayst houses are increasingly foreced to give away what they can give away for free.
Where the cost of an additional electronic copy of research is near zero, clients tend to expect a price of zero. As a result, more research notes, alerts or even all of the research are free. Simultaneously, this can be a vehicle for advertising or pay-for servcices. Free material helps sell other items such as consulting services and other producs.
As an alternative, free research, which is sometimes sponsored by vendors, can help develop the markets for these vendors (see this podcast).
(Part one of two)
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