In the 65rd episode of Burning Platform, we host Duncan Chapple, Co-Director of the Analyst Observatory at the U of Edinburgh.
He presents a summary of their 20th annual Analyst Value Survey. It is a fascinating discussion of how the influencer space keeps evolving.
We cover dramatic shifts in technology buying centers – verticalization and the impact of the pandemic, the growth of Asia/Pac, shadow IT and the fragmented landscape of advisers they turn to – traditional firms like Gartner, advisory firms like Everest, the Big 4, peer review sites like G2.
We discuss the changing role of the Analyst Relations functions in vendors and the likely move away from somewhat static, formulaic approach to market research to more scenario based planning.
We discuss several other topics – using analyst firms for influence v intelligence, the perception of analyst independence and the value of their content and market research.
The session ran long but we could have easily gone much longer. As an example we did not touch much on the impact of strategy consulting firms like McKinsey and BCG especially in complex digital transformations , and the advice, blogs and videos a small firm like mine brings to this landscape.
