Previous Finding - Role in the Buying Process
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Previous Finding - Major Purchase Impact
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Previous Finding - Direct Impact of Analysts/ Consultants
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As the visibility of AR increases, so does the need for the AR program to provide solid, statistically valid information regarding the impact analysts are having on technology buying decisions. ASG is soliciting interest in a Multi-Client Technology Buyers’ Study to be conducted during Q2 2009. The 2009 study will focus on industry analysts, technology bloggers, major and boutique consultancies, general and technology media, as well as formal and informal peer groups. We are adjusting both our survey instrument and our promotion and data collection processes to gain specific insight into the following issues:
  • What is the relative influence of each influencer group at each stage of the buying process?
  • Do the levels of relative influence for each group differ by geographic region?
  • Do the levels of relative influence for each group differ for enterprise, midmarket, and small business buyers?
  • Does the relative influence of each influencer group differ for major versus routine purchases?
  • Which industry analyst firms carry the greatest credibility? The greatest influence?
  • Which bloggers are most influential in key industries/technologies?
  • Which analyst firm services are used by technology buyers?
  • Is reliance on analyst opinions and recommendations increasing or decreasing?
  • What is the specific impact of industry analysts on the generation of vendor short-lists?
  • What is the specific impact of industry analysts on the vendor selection/qualification process?
  • What are the key motivators for using analyst or consultant opinions and recommendations?

Answers to these questions will help technology and telecom vendors to better understand the influencer landscape, to appropriately allocate limited resources, and effectively leverage the influence of the analysts on their target customers and prospects to drive top-line revenues. The results of this study can help quantify the importance of the AR function within the organization and provide insight to specific objectives that can be established for the AR team. ASG's 2009 tech buyer's study delivers the answers.

Please see the Overview for further details and information for how to participate in sponsoring this study or contact us

 
 
2009 Tech Buyer's Study Overview
 
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