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Forrester

Forrester is a enterprise research, advisory and benchmarking subscriptions for business leaders.

Analyst Perspective

Forrester is a US-based public research, advisory and consulting firm focused on enterprise decision-makers across technology, marketing, customer experience, product and revenue functions. Its core business is selling subscription access to proprietary research, benchmarking, strategic frameworks and analyst guidance through offerings such as Forrester Decisions and Forrester Market Insights, alongside bespoke advisory engagements and licensed research use in client marketing programmes. The company makes money primarily from recurring enterprise subscriptions, with additional revenue from analyst-led consulting, project work and content licensing. Its customers are large organisations and functional leaders that need external market intelligence, buyer insights, competitive analysis and execution support. Recent product positioning also shows Forrester embedding generative AI into research delivery to widen access and improve workflow adoption, rather than operating as a foundational AI model provider.

Analyst Signal Briefing

Updated: 21 Aug 2026

Forrester reported a 3% year-on-year decline in Q2 2026 contract value to $283.2 million, despite exceeding revenue targets. Strengthening its AI-focused advisory role, the firm launched an AI Disruption Model to evaluate market volatility and urged clients to reset AI investments ahead of 2027 budget cycles. These developments accompany the release of the Q3 2026 Forrester Wave for microsegmentation solutions and ongoing analysis regarding developer trust in open-weight models, reinforcing the firm’s central influence on AI-driven strategic planning and risk assessment.

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Category Differentiation

Forrester is an enterprise research and advisory firm, not a marketing automation vendor or an adtech platform. It is most comparable to analyst and advisory peers such as Gartner and IDC rather than consulting-only agencies or foundational AI providers.

Forrester: About

Forrester operates a hybrid recurring-revenue and services model. It creates value by producing proprietary research, benchmarks, forecasts and decision frameworks, then packaging that intellectual property into annual subscriptions, enterprise access licences and analyst-supported advisory offerings. This core knowledge asset is further monetised through consulting engagements, custom workshops, content activation services and licensed reuse of published research in client demand generation and communications.

How Forrester Works & Monetises

Business model analysis and core revenue streams

Forrester uses a subscription-led monetisation model built around annual research memberships and enterprise access packages, often sold with analyst inquiry access, benchmarks and toolkits. It supplements this with project-based advisory and consulting fees, managed service fees for content marketing support, and licensing fees for research reprints and related assets. AI-enabled offerings appear to function mainly as embedded value-adds or add-on subscription layers that expand usage within client organisations.

Revenue Channels

Research subscriptionsAnnual subscription licences for research, benchmarks and analyst access
Advisory and consulting engagementsService fee / retainer and project-based consulting
AI-enabled access tiersSubscription add-on or packaged enterprise access
Content marketing and research reprintsLicensing and managed service fees

Side-by-Side Comparisons

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Forrester: Key Competitors & Alternatives

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Recent Signals (Forrester)

CNBC TechnologyAug 21, 2026

Meta trial could reshape social media features

A U.S. trial in California is putting Meta at risk of a multitrillion-dollar judgment and possible court-ordered changes to Instagram and Facebook design features. State attorneys general are seeking removal of what they call "addictive" design elements — including infinite scrolling, autoplay videos, disappearing Stories, beauty filters, and algorithmic feeds — arguing these features prioritize engagement over safety and harm young users. California officials signaled that other social platforms (e.g., YouTube, Snap) may face similar lawsuits. Industry analysts warn a verdict against Meta would set a broad precedent that could materially alter product design and ad monetization across social platforms.

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https://martechseries.com/feed/Aug 21, 2026

OneIMS Launches AI Visibility Audit for Manufacturers

OneIMS, an AEO agency for manufacturers and B2B companies, launched an AI Visibility Audit that measures how often and how accurately a company appears in AI-generated answers across major AI search platforms. The audit assesses six dimensions — frequency, competitor appearance, description accuracy, category association, citation/source patterns, and buyer-intent coverage — and is delivered via a Five-Part AI Visibility Framework within 10 business days. OneIMS positions the service to help manufacturers and industrial suppliers improve appearance in AI-driven buyer research (AEO/GEO) as Forrester research shows widespread AI use in purchasing. The service is available immediately nationwide and OneIMS plans to expand its AEO/AI SEO offerings in coming months.

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ForresterAug 20, 2026

Announcing The Forrester Wave™ For Microsegmentation Solutions, Q3 2026: Not Your Parents’ Access Control Solution

For as long as I’ve been in cybersecurity, we’ve been trying to “adapt to the shifting threat landscape.” More recently, a number of vendors and security leaders alike have told me some version of a joke about how starting a microsegmentation project is a great way to get fired. But this is a market that […]

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Forrester: Frequently Asked Questions

What is Forrester?

Forrester is a public enterprise research, advisory and consulting firm that sells proprietary research, benchmarks and analyst guidance to business leaders.

Who uses Forrester?

Its paying customers are mainly enterprise executives, strategy teams and functional leaders in technology, marketing, customer experience, product and revenue roles.

How does Forrester make money?

It earns revenue from annual research subscriptions, enterprise access licences, advisory and consulting engagements, and licensing of research assets for client use.

Company Facts

Founded
1983
Headquarters
United States
Core Segment
Agency & Consultancy
Company Size
1,001–5,000
Official Link
forrester.com