If you have ever had enough money to pay for the services of an AR agency, no doubt you will have run a survey or two to evaluate how well your AR practice is performing. However these surveys – by their nature – remain proprietary information and the industry has never looked itself in the face as a whole to see what it looks like across the board.
Enter the IIAR with the idea to run a survey of all the analysts across the globe, to see what they think en masse of the Analyst Relations community. The idea is simple: for the past few years we have run a survey among AR professionals to find out who is the favourite analyst of the year, but now the tables are turned and it’s the analysts’ turn to vote on who is the favourite AR professional of the year…
No drum roll yet – we’re not ready to announce the winner just now, but we will very soon – promise!
First of all, down to basics: “What is this survey?” we hear you say, “How did you do it?” and “Really, why bother?!” The answer is simple and threefold, we wanted to:
- Raise the profile of AR as a profession
- Recognise those individuals who stand out from the crowd, as seen by the analysts themselves
- Evaluate how AR professionals are performing as a group, and identify those areas which need more attention
Easy, right? Wrong. Running a survey is no easy business, and analysts are not easily coerced into freely sharing opinions. We’d like to thank those who were willing to give their time to read and re-read the draft survey questions, provide their inputs – often long and detailed – which were very much appreciated and carefully considered. We are very grateful to them for sharing their views so openly and freely. We would also like to thank all the analysts who took part – all 320 of you!
But back to your questions. First of all, the “what”. This is a survey of all industry analysts from all firms across the globe, designed to ask their opinion of AR across a number of criteria for the year 2013. It was conducted by the IIAR and kindly sponsored by ARInsights, using their database of nearly 7,000 analysts to ensure a sufficient sample size. We’d like to thank Crystal Golightly (@crystalARI) and ARInsights’s management, as well as Matt Heath (@IDC_EMEA) at IDC and Claire Booty (@ClaireBooty) at Ovum who ensured we had maximum turnout from the major analyst firms. Unfortunately, Gartner and Forrester were not as cooperative as their counterparts and we regret to say that the number of analyst responses from these firms is sadly lacking.
We looked at the analysts’ perception of how AR professionals are performing as a whole according to the ‘Three Rs’ of AR:
Both individuals and top megavendors are rated along those three criteria, which came from detailed interviews with several analysts. Indeed according to our analysis, those Three Rs of AR are the key determinant of the quality of the relationship and performance of AR professionals and AR programmes.
As for the results, well they yielded a few surprises, as well as confirming a few things we already intuitively knew.
STOP PRESS – IIAR members can register now for the announcement IIAR Webinar on the 11th April – SAVE THE DATE!
IIAR Webinars are free to attend for all IIAR Members, a good reason for joining the IIAR. For non-members there is a fee of $25/£15 (pay here) that is redeemable against IIAR Membership over the next 12 months. Join the IIAR via the form on this page, new members are always welcome !
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