Forrester Research Loses Ground with Customer Management Emphasis
May 3, 2017
Yikes, the Wave people may be swamped by red ink. The investor-targeted news site Seeking Alpha asks, “Forrester Research: Is Irony Profitable?” Posted by hedge fund manager Terrier Investing, the article observes that Forrester has been moving away from studies on business technology and toward customer-management research. The write-up reports:
The definition of irony, for $500 please? Forrester’s customers… don’t like what they’re selling. This is unfortunate, because as I explain in my Gartner write-up, selling technology research is actually a great business model in general – the value proposition to clients is strong […] and the recurring annual contracts with strong cash flow characteristics make it a hard business to kill even if you really try. To wit, while Forrester’s revenue growth and margins haven’t been anywhere near their targets for quite some time, the business hasn’t imploded and still throws off strong cash flow despite sales force issues and the ongoing product transition.
Perhaps that strong cash flow will ease the way as Forrester either pivots back toward business technology or convinces their customers to want what they’re now selling. The venerable research firm was founded back in 1983 and is based in Cambridge, Massachusetts.
Cynthia Murrell, May 3, 2017
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