Forrester

The company operates a research and advisory model built on proprietary analyst research, frameworks, and data. It creates value by continuously producing market research, vendor evaluations, and benchmark datasets, then layering analyst access, advisory, and consulting services on top. Clients typically purchase annual or multi‑year subscriptions that grant licensed access to a research library, interactive platforms, and inquiry with analysts, often segmented by service area (technology, customer, digital, B2B). Additional value is created through structured B2B frameworks and peer networks (from the SiriusDecisions acquisition), which guide go‑to‑market, demand generation, and organisational design decisions. Events and training extend the content and research into live formats. Overall, the business combines recurring subscription and licence revenues with project‑based consulting and event revenues, monetising accumulated intellectual property and expert time across a large base of enterprise and government clients.

Forrester is a US-based independent research and advisory company focused on technology, customer, digital, and B2B go‑to‑market topics. It produces proprietary research, vendor evaluations, benchmark data, and events, and provides consulting and advisory services to help organisations make technology, marketing, and growth decisions.

The company earns revenue primarily from enterprise research and advisory subscriptions, consulting projects, event tickets and sponsorships, and licensing of its research and data (including reprints). Its customers are predominantly large enterprises, B2B marketing and sales organisations, technology vendors, and public-sector bodies that pay for access to research platforms, analyst access, B2B frameworks, and consulting support.