Analyzing the Analysts; Azul Partners Surveys End Users and Vendors to Determine Perceptions of Industry Analyst Firms; Aberdeen Group, AMR Research and Gartner Earn High Marks.

CHICAGO -- Which industry analyst firm is the most insightful? Who has the best research? Who is considered most arrogant? A new report released today by Azul Partners, a leading provider of strategic marketing services, tells all from the perspective of those whose opinion matters the most: end users and vendors.

"The Industry Analyst marketplace has evolved dramatically in recent years," said Jason Busch, Managing Director of Azul Partners. "But no one has stopped to ask what end users and vendors really think about the firms involved. This study provides a snapshot of the way in which buyers and users of research view the leading analyst firms and what they ultimately expect from their relationships with them."

Conducted between February and April, the study polled 40 end users and 40 vendors to determine what they thought of the following firms:

--Aberdeen Group

--AMR Research

--ARC Advisory Group

--Butler Group

--Forrester Research

--Gartner

--Yankee Group

Participants were asked a variety of questions that sought to determine which firms are best known in the market, which have the strongest brand reputation and highest quality research, who is the most influential and differentiated and what is expected when entering into a commercial relationship with them.

Among the key findings of the survey:

--Aberdeen Group ranks as both the most insightful and valuable firm among end users.

--Vendors rate AMR Research as most insightful and Gartner Group most valuable.

--Gartner has the strongest brand among end users and vendors alike.

End users and vendors interviewed as part of the study made it clear that they expect more from industry analysts than research, white papers and the occasional briefing and resulting reference or endorsement. "What they're really looking for are strategic partners who can help them build their customer base and sell into it." Busch said. "And they don't want ivory tower thinking. They want actionable information that they can use to prioritize their target markets and R&D investments to gain competitive advantage." Among the firms scoring highest in this area was Aberdeen Group, whom vendors and end users praised for "being in the trenches" and providing information that helped them make better decisions and become more efficient.

In evaluating firms, survey participants cited the importance of analysts with practical experience in their sectors and connections to business people within their target markets. "Historically, vendors briefed firms because they had the ear of the CIO," Busch added. "But increasingly, business people are making technology buying decisions, including the CEO, CFO and even middle managers." AMR Research ranked highly in this category, with end users noting that AMR "has guys who have been in the real-world." Forrester Research, in contrast, was cited as "conceptual and visionary".

What do end users and vendors expect from the Industry analyst firms that they deal with? First and foremost, access and dedicated service. Also cited as critical were real world experience, quality research, objectivity and trust. "The business model on which analyst firms operate and the way in which they work with vendors and end users is clearly changing," Busch said. "Pay for play just doesn't work anymore. In order to increase their value and become indispensable, firms must shift their paradigm and work with their clients as partners."

"The Real Deal: Vendor and End User Perceptions of Industry Analyst Firms," is available online at www.azulpartners.com

About Azul Partners

Azul Partners works with organizations to develop persuasive content and novel strategies that incorporate rational arguments, deep research and subject matter expertise. Founded in Chicago in January 2004, Azul Partners advises leading software and professional services organizations. For more information about the company, please visit our website at www.azulpartners.com