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for Interactive Business Strategists

MARKET RESEARCH FIRMS PAGE 1

Defined:The market research firmsanalyzed within thisdocument are informationtechnology based, focusedprimarily on providingtechnology, business,market related, and analystinsight on a subscriptionbasis.

Access to these firms and

their research often meansknowledge of industrytrends, leading vendors, andopportunity to outpacecompetition.

Leading firms almostalways have the following incommon: Annual contracts for

seats granting access toreports and originalresearch by analysts in

the firm. Ongoing contact with a

sales person and internalresource.

Somewhat limited directcontent to researchanalysts.

ORIGINAL RESEARCH

Market Research FirmsA Comparison of Leading 2013 Research Companies

There are several factors to notewhen considering the purchase orpartnership with market researchservices and companies including butnot limited to: research focus, clientbase, access to analysts, intellectualproperty rights, and price. Beforechoosing any companies, map outyour business and objectives against

each research firm. The big three -Gartner, Forrester, and IDC - all have aslightly different niche. This may bethe deciding factor for you. Forothers, partnerships andsubscriptions to more than oneresearch firm makes the most senseand provides the highest value.

RECOMMENDATION

The key to choosing a marketresearch solution is first determiningyour objectives, identifying areas ofvalue, and understanding yourbusiness. For Envano, Forresterturned out to be the best choice andprovides the highest value in terms of service offerings- both research and analyst access - focused onparticular segments, and at the best price for valuegained. It provides the greatest flexibility in terms of

research access and sharing with ourclients and offers research that speaksto our key focus areas. Gartner is wellknown and provides a high volume ofmultipurpose research, but is

restrictive with intellectual propertysharing and has historically poor customer interaction.Forrester and IDC are more lenient with their researchand documents but are also more specialized in whatthey report on.

by ENVANO INTERACTIVE

7/27/2019 Envano Research - Market Research Firms

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ENVANO INTERACTIVE JANUARY 2013

MARKET RESEARCH FIRMS PAGE 2

ANALYSISIn exploring the research industry, there are three primary leaders that appear to control the market;an additional player has been added for greater flexibility in price and breadth of industry coverage.

Gartner, Forrester, and IDC have and continue to be longstanding leaders of this industry.

Gartner Forrester IDC

Overview Large, multipurpose firm - comesclosest to providing value toalmost every aspect of theenterprise; more tactical

Smallest of big 3, a thought leader inthe philosophy of IT and business andmarketing, eCommerce, and socialnetworking.

IDG - parent company, 47 years old,strongly data-oriented aroundbusiness metrics like market share,volume of sales, and growthpredictions.

TraditionalClient Base

Targets CIOs and senior IT leadersin industries that includegovernment agencies, high tech,professional services, and techinvestors.

70% end users (healthcare, retail,etc.)

Based around IT roles like CIO,Enterprise Architecture, Sourcing, andKnowledge Management

70% end users (like our clients)30% firms

Companies that make and selltechnology related products andservices

4 main pillars of 2013: Big Data, Mobile,Cloud, Social

Sales andIntellectualPropertyModel

No sharing reports; only sharequotes if cited

Most restrictive

No sharing reports; only share quotesif cited

Most flexible, allows sharing andposting of any reports freely

AnalystContact

Somewhat restricted, difficultprocess for contact.

Most consulting done byconsulting/sales team.

Somewhat restricted, greater accessto analyst and inquiries that Gartnerand IDC

Analysts have mixed workload ofconsulting and research.

Less restricted (direct contact,unlimited basis), however,membership only gives you access toone analyst (stuck with same frombeginning - must commit to one area).

AdditionalInformation

Well known, increased value. Historically well versed in interactive,marketing, business

Forward thinking, demand driven, keyinsights on latest trends

Offers good content included withinbase price. Membership includesaccess for unlimited number ofmembers/seats.

Global research

Limitations Generally poor customer facinginteraction, limited analystinteraction.

New to digital marketing but has amix of technology and marketingknowledge

More North American focused Poor reporting on best practices,vendor comparisons;

*often preferred in addition to anotherfirm

Pricing and memberships only allowyou slice and dice coverage areas(access to one group only.

Membership

includes

Core research: Magic Quadrant,

Hype Cycles, CompetitiveLandscapes, Predicts, SearchAnalytics

Core research: Consumer insights Either Market Intelligence services

(sales tools and audience edu./research) or Go To Market servicesmemberships (co-branding contentefforts).

Price Variety of access seats at differentprice points; starts at ~$20K year

Option 1: $25,000/year (includes eventtickets)

Option 2: $21,000/year

Market Intelligence:$23,000-$25,000annually

Go To Market: per engagement pricing($8,000-$10,000 or up to $50,000)