Question

Topic: Advertising/PR

Research/analyst Firms - Are They Worth It?

Posted by susanv on 4/21/2008 at 1:48 PM ET 200 Points
Hi everyone,

For the past few years, our marketing department has been approached by a number of leading research/analyst organizations as a new marketing outlet. I know some are pay for play while some claim not to be. Regardless of the model, I consistently struggle to see their value. I do see the benefits to having analysts discuss my company and its products in their research reports, but I am having trouble justifying the high cost for something so intangible. If anyone has experience with this channel, I'd appreciate any insight. Thanks!
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RESPONSES

  • Posted by Peter (henna gaijin) on 4/21/2008 at 1:53 PM Member
    In the tech industry, analysts are considered to have a lot of value. I guess it has to do with the technology changing so fast that customers need help in keeping up with what is what.
  • Posted by susanv on 4/21/2008 at 3:18 PM Author
    Thank you for your quick replies. Henna, we are indeed in the tech industry, so I agree that buyers are looking for expert opinions/guidance. Mike, I believe your note may have been intended for another poster?

    Thanks,
    Susan
  • Posted by Jessica_Castro on 4/21/2008 at 3:54 PM Member
    Yes it was a post for my question...sorry
  • Posted by Jessica_Castro on 4/22/2008 at 3:26 PM Member
    mike if you would email me i may be able to explain more about my website...your views were interesting...
  • Posted by saul.dobney on 4/30/2008 at 4:14 AM Accepted
    Analysts often act as oil between investors and corporations and smaller more specialist businesses. Their benefit is normally for companies trying to win large contracts or win large scale investment.

    The analyst provides an 'independent' view that is often more trusted than just your sales team which is able to reach a wide number of the professional buying teams and if your product is good, effectively sells your products in. Similarly, it provides something to wave under customer's noses as an 'objective' view. They can also provide you with advance insight about market trends and what competitors/the industry are doing and provide a range of contacts through their conferences.

    In terms of actual analysis and data on the other hand, I'm extremely sceptical. Their insight is typically quite shallow and you can get much better through your own custom research. But theirs is public and branded - hence its value to investors.

  • Posted by susanv on 4/30/2008 at 9:41 AM Author
    Thank you to all who responded!

    Have a great day,
    Susan
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