Two weeks ago, I was fortunate enough to attend the 2008 Forrester Consumer Forum. While I have worked with Forrester for several years, it has only really been the past few months that I have started going deep with their research. After reading through several of their reports and seeing their analysts speak at the Forum, I have come to the conclusion that Forrester Research should be a trusted partner for every Brand Manager out there.
That probably seems like a pretty bold statement so let me explain. First, if you aren’t familiar with Forrester, here is their description on their website:
Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester focuses on the business implications of technology change. Uniquely, Forrester guides marketing executives, business strategists, and IT professionals to create a unified technology plan that gains business advantage.
Now what makes Forrester such a strong partner for Brand Managers (and business leaders overall)? Well a couple of things have really stood out for me:
- An experience tailored to your business needs: Unlike many of their competitors, Forrester custom tailors your experience based on your role at a company. You can choose from 19 different roles ranging from Marketing Leadership to Consumer Market Research to CIO. Doing so allows you to quickly see what research & info is most important to someone in your role.
- Timely research to help you answer the tough questions: Has your management been asking you how your brand will survive and thrive in the market downturn? Did you have an answer to their question? If you were working with Forrester, you would. Right now they are providing Market Downturn Alerts on research that can help you gain a strategic edge while competitors are scrambling.
- Analysts that push you to think about “what’s next”: Anyone can give you facts and figures. Forrester is unique because their analysts take research and then use it to push you to think about what’s around the corner. Just in the past few months, they have published such great reports as Brand Matters To Socially Connected Consumers, Fight the Recession with an In-House Agency, and Ubiquitous Marketing.
When times get tough, management is going to start asking the difficult questions about every decision a Brand Manager makes. Having a strategic partner like Forrester Research in your corner gives you the confidence (and the numbers) to back-up your plans. And with that confidence, you can take advantage of the downturn to gain market share and take your brand to the next level.