Analyst of the year – submit your answers today

IIAR Analyst of the YearQuis custodiet ipsos custodes?

Or more to the point, who analyses the analysts? In this case it is the Institute of Industry Analyst Relations (IIAR).

In a marketing world that is dominated by PR, the creation of a dedicated body to promote AR best practice and stand as a forum on issues has been warmly welcomed by the community.

One of my responsibilities in the IIAR is running a task force which in this instance has focused on compiling the ‘analyst of the year’ survey. This survey aims to answer questions such as:

  • Which analysts deserve the title ‘analyst of the year’
  • Which analyst companies deserve the title ‘analyst firm of the year’
  • Which firms have most increased / decreased their relevance in 2007

The survey is open to in-house and agency AR professionals, and a summary of the results will be sent to all respondents. Please note that anonymous responses and those from analyst firms will be discarded. Individual responses will be kept strictly confidential and only aggregated results will be shared.

To take part in the survey please click here.

Preliminary results will be shared at the IIAR forum meeting at Lighthouse on 3rd April where Chris Lewis and David Mitchell from Ovum will be the guest speakers.

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9 Responses to Analyst of the year – submit your answers today

  1. Barbara French Monday 21st April 2008 at 17:45 #

    Where do you indicate who’s not eligible to vote?

    Case in point, most likely you are excluding everyone at PR/marketing/consulting agencies that have had 1 or more analyst firms as clients within the last X months. What’s the implication if TowerGroup places well, and everyone in AR at Edelman is able to vote?

    Better to state your rules in advance and in the open, isn’t it? Let people know upfront whether their vote — and anyone else’s — will be tossed.

  2. Barbara French Monday 21st April 2008 at 17:47 #

    Where do you indicate who’s not eligible to vote?

    Case in point, most likely you are excluding everyone at PR/marketing/consulting agencies that have had 1 or more analyst firms as clients within the last X months. What’s the implication if TowerGroup places well, and everyone in AR at Edelman is able to vote?

    Better to state your rules in advance and in the open, isn’t it? Let people know upfront whether their vote — and anyone else’s — will be tossed.

  3. Jonny Bentwood Thursday 24th April 2008 at 07:36 #

    Reposting comment that I have just posted on the Tekrati blog…

    I would like to comment on a few of the points raised.

    Firstly, the sole objective of this exercise is to promote analyst relations and those analysts and firms who people believe deserve recognition for doing outstanding work.

    This is not isolated and regularly happens in other fields such as PR (see PR Week Power Book). I think it is only natural that a similar exercise is rolled out across AR too.

    For too long AR has been seen as an add-on extra to a PR campaign – the IIAR aims to combat this largely by raising awareness and this is a great tool top do so. I am hoping that raising awareness can only be food for the industry which will include companies such as Tekrati and FD.

    Nevertheless I am concerned when people question the independence of the IIAR as no 3rd parties are validating the results. The survey and in its final form was agreed by approx 10 people working in-house and from agencies – the consensus-approach to this survey will ensure that no tampering is possible.

    A few things this survey will and will not do:
    – It will say who people think are the best analyst and analyst of the year are.
    – It will not say the worst.

    With regard to the questionnaire layout. Even though this was tested and approved by a dozen people I think there is large room for improvement. It is a bit late now to backtrack on the questions and agree it could improve – which it will for next year.

    It is inevitable that with any survey people will get worried about the results. This is something that the IIAR have no control over – people will vote for whoever they see fit. If that person or company gets the most votes then they will do well regardless. We have always tried to make this as open as possible and I am pleased that my peers throughout the industry globally have promoted the survey.

    As a final point – the survey is still open. The IIAR is open to all ideas about how we can promote ICT analysts and AR – if you would like to help do this (either as part of this survey or in general) please get in touch with the IIAR.

  4. Duncan Chapple Friday 9th May 2008 at 18:33 #

    >>What’s the implication if TowerGroup places well, and everyone in AR at Edelman is able to vote?

    That TowerGroup decides it no longer needs an agency? Sorry, old agency scars starting to throb 😉

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