Forrester
Enterprise research, advisory and benchmarking subscriptions for business leaders.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Forrester Research, Inc.
- Entity type
- COMPANY
- Founded
- 1983
- Headquarters
- United States
- Company size
- 1,001–5,000
- Market role
- Agency & Consultancy
- Ticker
- FORR
- Official website
- forrester.com
What Forrester does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Following its Q2 2026 financial results showing contract value down 3% to $283.2 million, Forrester has continued to roll out strategic advisory frameworks to address enterprise technology shifts. The firm recently introduced its AI Disruption Model alongside the Q3 2026 Forrester Wave for microsegmentation to assess market impacts. Additionally, Forrester is advising organisations to use anticipated 2027 budget optimism to execute structured AI resets and prepare for advancing agentic marketing capabilities.
Business model & monetisation
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 function mainly as embedded value-adds or add-on subscription layers that expand usage within client organisations.
- Research subscriptions
- Annual subscription licences for research, benchmarks and analyst access
- Advisory and consulting engagements
- Service fee / retainer and project-based consulting
- AI-enabled access tiers
- Subscription add-on or packaged enterprise access
- Content marketing and research reprints
- Licensing and managed service fees
Products & capabilities
No products with linked sources are available in this view.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Forrester’s 2027 European Predictions: Despite A Strong Desire To Regain Its Digital Sovereignty, Europe Will Selectively Reset, Not Sever, Key Technology Relationships
Recorded impact score: 4/5
New AI sovereignty and platform governance rules will signal strategic intent but deliver limited near-term impact According to Forrester’s (Nasdaq: FORR) 2027 European predictions, unveiled today at Forrester’s Technology & Innovation Forum EMEA, Europe will enter 2027 determined to recover its digital autonomy, but the gap between its ambition and control will widen.
Forrester: Aligning Customer, Brand, And Employee Experience Emerges As The Critical Driver Of Growth For Banks In India
Recorded impact score: 3/5
This year’s Total Experience Score rankings reveal progress for India’s banking industry, but employee experience gaps may limit future differentiation and growth. NEW DELHI, SEPTEMBER 28, 2026 — Forrester (Nasdaq: FORR) today announced findings from Forrester’s India Banking Total Experience Score Rankings, 2026, revealing that banks that effectively align customer experience (CX), brand experience (BX), ...
AI Gap: Context is Key, Only 30% Ready
AI & Marketing Strategy · Recorded impact score: 2/5
A MarTech article discusses the gap between AI adoption and readiness in marketing. Gartner's 2026 CMO Spend Survey shows CMOs allocate 15.3% of budgets to AI, but only 30% report mature AI capabilities. Forrester found 88% of B2B marketing organizations have adopted AI, yet face strategy, measurement, and infrastructure challenges. The author argues that as AI automation speeds up execution, competitive advantage shifts to proprietary customer knowledge and context. Companies must preserve organizational memory, document decisions, and connect siloed data to feed AI with better context. IDC predicts 62% of demand gen will be AI-led by 2028. Gartner also reported 49% of U.S. consumers believe GenAI worsened content quality, increasing pressure for credible, high-quality content. The article advises marketing leaders to build systems that capture knowledge and enable continuous learning, turning proprietary experience into a competitive moat.
- Gartner's 2026 CMO Spend Survey: CMOs allocate 15.3% of marketing budgets to AI, but only 30% are ready to scale.
- Forrester reported that 88% of B2B marketing organizations have adopted AI tools or developed their own.
B2B marketers must adapt content for lazy AI models
Generative AI in B2B Marketing · Recorded impact score: 3/5
Forrester analyst Nicky Briggs will keynote B2B Forum EMEA, discussing how generative AI is reshaping B2B search visibility. She warns that large language models, described as 'lazy Vulcans', favor direct, encyclopedic content over creative flair, and that organic traffic could drop 50-75% as buyers shift to AI tools. However, traffic from AI tools converts 3-4x better. Briggs advises marketers to make visibility a KPI, study buyer behavior, write for both humans and machines, and prioritize authentic human voices, while working as a unified team to adapt long-term.
- Forrester predicts organic traffic may fall by 50-75% within 12-18 months due to generative AI.
- Traffic referred by generative AI tools is three to four times more likely to convert.
CallMiner Named Strong Performer in Forrester Wave Report
Customer Experience / Analytics · Recorded impact score: 1/5
CallMiner, a provider of customer experience (CX) automation powered by conversation intelligence, announced it has been named a Strong Performer in the Forrester Wave: Customer Feedback Management and Analytics Solutions, Q3 2026. In its first inclusion in this report, CallMiner received the highest possible scores in eight criteria, including Vision, AI, Topic Modeling, Natural Language Understanding, Conversation Intelligence, Analytics, Specialization, and Data Masking. The report highlights CallMiner's AI-native vision and its depth in conversation intelligence, pairing text mining with advanced AI. CallMiner aims to help organizations turn customer conversations into actionable intelligence, improving frontline performance and customer outcomes through both human and automated actions. The recognition reflects growing pressure on enterprises to translate AI capabilities into measurable CX value.
- CallMiner was named a Strong Performer in The Forrester Wave: Customer Feedback Management and Analytics Solutions, Q3 2026.
- CallMiner received the highest possible scores in eight criteria, including Vision, AI, and Natural Language Understanding.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Sr Graphic Designer(Senior) | Marketing & Growth | 2 Locations | |
| Portfolio Marketing Coordinator(Mid-Level) | Marketing & Growth | 2 Locations | |
| Principal Analyst - Technology Resilience(Lead) | Data, AI & Analytics | 10 Locations | |
| Principal Analyst, Security and Risk(Lead) | Data, AI & Analytics | 2 Locations | |
| Account Director(Director) | Sales & Business Development | 8 Locations |
Explore company relationships
Questions about Forrester
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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