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The Research and Advisory Model Mirrors Turbulent Economy

Image of Louise Garnett

Author: Louise Garnett, Vice President, Outsell Scout Analytics

This report analyzes data from Outsell's latest annual end-user study gauging budgets, value proposition, and comparative value of the products that fall under the research and advisory business model. This model is essentially a subscription that includes written materials, databases, and maybe an event seat, but its primary differentiator is that subscribers have direct access to communicate with analysts. In 2006 and 2007, the model was doing well in spite of competition from free sources on the web. However, this year 44% of buyers indicated an average budget reduction of 25% for research and advisory services, and there is a perception that their value has diminished. It is too soon to tell whether this is just an ebbing tide that will pick up again or whether fundamental structural issues are surfacing. This report contains:

- A market overview, including Outsell data on market research spending patterns by job function and research vendor;
- Outsell data on research and advisory budgets and vendors used by respondents;
- Analysis of perceived and comparative value of research and advisory services, including Outsell data on perceived value for money and value compared to other types of research offerings;
- A look at what products respondents are planning to use to replace research and advisory services;
- Essential actions for vendors of research and advisory products.


Pub Date: March 18, 2009
Type: Market Report
Segments: B2B ITTRRS MRRS
Keywords: Business Models, Strategy
Pages: 21
Format: PDF Application_pdf

We provide a link to download a PDF at the end of the purchase process.

Table of Contents

  • Why This Topic?
  • Methodology
  • Market Overview
    1. Market Research Spending Patterns by Job Function and Research Vendor
    2. Research and Advisory Services Budgets
    3. Perceived and Comparative Value of Research and Advisory Services
    4. Research and Advisory Product Swap-Outs
    5. Market Discussion in Light of the Research
  • Essential Actions
  • Related Research

    • Tables & Figures

  • Figure 1. MRRS and ITTRRS Budget Spending by Information Category – Corporate Sector, 2007 vs. 2008
  • Table 1. Average Percentage of ITTRRS and MRRS Budget Spent – Corporate Sector, 2008
  • Table 2. Research and Advisory Services – Vendors Used, 2008
  • Figure 2. Research and Advisory Services – Vendors Used, 2006-2008
  • Figure 3. Research and Advisory Services – Change in Following Year Budget, 2008
  • Figure 4. Research and Advisory Services – Change in Following Year Budget, 2006-2008
  • Figure 5. Research and Advisory Services – Value for the Money, 2008
  • Figure 6. Research and Advisory Services – Value for the Money, 2006-2008
  • Figure 7. Research and Advisory Services – Comparative Value, 2008
  • Figure 8. Research and Advisory Services – Comparative Value, 2006-2008
  • Figure 9. Research and Advisory Services – Planned Replacement Products for Following Year, 2008

Companies Mentioned

  1. ABI Research
  2. AMR Research, Inc.
  3. Burton Group
  4. Corporate Executive Board
  5. Current Analysis, Inc.
  6. Datamonitor, plc
  7. Euromonitor International
  8. Forrester Research, Inc.
  9. Frost & Sullivan
  10. Gartner, Inc.
  11. IDC
  12. In-Stat
  13. Info-Tech Research Group, Inc.
  14. Informa Telecoms & Media Group
  15. iSuppli Corporation
  16. Strategy Analytics, Inc.
  17. The 451 Group
  18. TowerGroup
  19. Yankee Group Research, Inc.