Do’s about using analyst research

icon-phone-headset.jpgLast week we posted some “dont’s” about using analyst written research, so it seems appropriate to follow up with some positive actions for how to use the research and recommendations from the industry analysts.

Contrary to popular belief, IT market researchers and advisory analysts do not do either lab-based product evaluations or take an academic ivory tower approach and think great thoughts in isolation. Rather, the primary research tool is talking: talking to clients, vendors, investors, and the press – the people on the front lines of creating and using technology. Doing client inquiries is not only a way to deliver client service, but also one of the best research sources that analysts have available. Every inquiry provides an analyst the opportunity to find out why a client has some vendors on or off the evaluation list, how the product they installed earlier is working out, how good the vendor’s service has been, and so on. By gathering hundreds of data points from a number of sources, analysts can quickly use pattern analysis to determine what is happening in a market or with a vendor. Knowing how this research methodology works gives research clients insights into how they can better use analyst research, either written or spoken.

For consumers of analyst research an important question to ask analysts break during an inquiry is “What are the sources of information and number of […]