Forrester

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.

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.