What do Industry Analysts Actually do?
"Analysts are frequently deemed to be important because they influence sales of ICT products, but very analysts do so directly. They offer a wide range of services, from advising end-user organizations to measuring market penetration and producing best practice guidance, all of which deliver benefit in what can be a complex and confusing space."
Analyst activities include:
- Provide telephone-based advice to clients
- Gather intelligence for future industry reports
- Sift through vendor marketing and press reports
- Call on peers to discuss issues and share views
- Respond to briefing requests with vendors
- Deal with vendors' internal inquiries and requests
- Participate in sales support activities
- Research and draft industry reports
- Peer review of research prior to publication
- Prepare conference and seminar presentations
- Public speaking, webinars and podcasts
- Attend vendor briefings by telephone or face-to-face (F2F)
- Attend vendor, analyst and public conferences and events
- Interact through blogs, forums, and social media
The analyst shared sense of purpose: "to increase the success rates of their clients, to help technology add value and make a difference in what is still a nascent and fast moving industry."
Analysts make a difference. Between and 40% and 60% of ICT buying decisions are influenced by analysts.