Understanding the Influencers
An Analysis of Analyst Relations Effectiveness in Asia/Pacific
The Understanding the Influencers study is the only independent benchmark of the performance of IT vendor analyst relations programs in the Asia/Pacific region. The study uses both quantitative and qualitative data to define the specific communication needs of the IT analyst community in different parts of the region; to identify best practice analyst relations programs; and to measure the effectiveness of more than 60 vendors in six market segments on a range of analyst relations program attributes.
Conducted every year since 2003, the study draws on the responses from more than 120 detailed online quantitative surveys and multiple in-depth qualitative interviews with analysts in all of the major markets and most of the smaller markets in the Asia/Pacific region. Respondents include analysts, senior analysts, program directors, research directors, vice presidents and principals, and are employed by more than 20 different research firms, including leading global players such as Gartner, Forrester, Frost & Sullivan, IDC and Ovum, as well as boutique and country firms.
Figure 1: Quantitative Responses by Geographic Location, Asia/Pacific, 2009
Both the qualitative and quantitative questionnaires have been significantly expanded over the past few years to provide ICT vendors with more detailed insight and guidance into the strengths and weaknesses of their analyst relations programs – against a wide range of attributes, against competitors, against previous years and across three sub-regions.
The results of the research are contained in three series of databooks:
- Asia/Pacific databooks provide comprehensive analysis of analyst preferences and vendor performance comparing current year results for Asia/Pacific with the previous year, and providing comparison of current year results for ANZ and Asia.
- ANZ databooks provide comparison of the current and previous year results, based on feedback from analysts located in Australia and New Zealand. Data is presented in both charts and tables in PowerPoint format, with written commentary.
- Asia databooks provide comparisons of the current and previous year results for Asia, based on feedback analysts located in other AP countries, and comparison of current year results for South Asia (Singapore, India, Malaysia, Thailand, Indonesia, Philippines) and North Asia (China, Hong Kong, Taiwan, Japan, South Korea). Data is presented in both charts and tables in PowerPoint format, with written commentary.
Databooks cover vendors in the following areas:
- Platform Infrastructure (servers, PCs & storage)
- IT Services
- Software (enterprise applications & infrastructure)
- Communications & Networking Equipment
- Communications Services
- Powerhouse Vendors
The databooks for each technology segment are delivered with:
- A Cross-Segment Market Analysis report which provides a comprehensive review of the state of play in Asia/Pacific analyst relations, drawing extensively on in-depth qualitative interviews with leading analysts across the region as well as the quantitative survey results. This report details key trends and issues around Asia/Pacific AR; perceptions, attitudes, and preferences regarding engagement between analysts and vendors; why some vendors are considered to deliver best practice AR programs; and attitudes to using new technologies for AR.
- A Customised Vendor Review & presentation which provides detailed and specific analysis of study results for individual vendors, comparing results against competitors, segments and sub-regions as required, and providing practical advice and recommendations for program improvements. The format of this review is extremely flexible, and can be delivered as a PowerPoint presentation for small or large audiences, or as a document. Specific data cuts can be conducted to match the needs of individual vendors depending on their program focus eg analysis of Tier 1 analysts, focus on an individual market such as Australia or China.