Today’s IIAR> Around in 10 questions interview is with Louella Fernandes / CEO, Quocirca, (LinkedIn) who covers workplace collaboration and print.
1. What are your coverage areas?
Quocirca focuses on technology trends in the print industry which includes workplace transformation, cybersecurity, cloud, workflow automation, managed print and IT services, sustainability and the impact of AI on the print industry.
2. What are your opinions of the IT Analysis Marketplace and where do you see it going?
I believe that the consolidation in the market provides more opportunities for boutique consultancies to offer more personalised, tailored services with analysts who are dedicated to truly understanding the implications of market shifts in their specific sector.
3. What’s your typical day like?
Being the owner of a small analyst firm means that there is no typical day. I am constantly switching from being an analyst to sales to project manager and CEO
4. How do you position your firm? What is your business model?
We position Quocirca as a global market insight and research firm specialising in analysing the convergence of print and digital technologies in the future workplace. Our business model is primarily based around selling subscriptions to OEMs and ISVs active in this space. We have a very active YouTube channel that features interviews with industry leaders across the sector and have recorded over 75 episodes.
5. What is your research methodology?
Quocirca combines a mix of primary research and industry expertise to deliver innovative perspectives on the print industry. We focus on understanding customer requirements to help clients enhance their strategies in a legacy industry which has the opportunity to adapt to
new ways of working.
6. Any favourite AR professional you’d like to mention? Any why?
Caroline Dennington is fantastic, super responsive, the consummate professional and has a great understanding of Quocirca’s research agenda and ensures that we receive all the information and support we need to prepare our reports.
7. Tell us about one good AR practice you’ve experienced or one good AR event you’ve attended.
Many of the clients I work with don’t have a dedicated AR function, or use an AR agency, but in my view the best approach to working with an analyst is to offer regular dedicated briefings with key executives which allow for Q&A, especially prior to a product or service launch. I have been to some great analyst events hosted by the big vendors, but one that particularly stands out is an event that was hosted by MyQ in Prague. Although this was a partner event, they had some analysts attend and it stood out for the compelling content, the venue and the hospitality. There was an opportunity to speak to all the senior executives, my peers in the industry and also their channel partners. It was clear they put a lot of effort into delivering an engaging and outstanding event.
8. What are your offerings and key deliverables?
Quocirca provides a mix of vendor landscape reports, having published the first global vendor landscapes on the managed print services market, cloud print services, print sustainability, and print security. We also provide market perspectives and have a successful In the Spotlight podcast which has been running for almost 4 years.
9. Any hobbies or favourite restaurant / food that you’d like to share?
I have Goan heritage and love Goan cuisine is an amazing blend of Indian and Portuguese flavours.
10. Is there another analyst whose work you rate highly?
I have to select two and they are Bob O Donnell, President and Chief Analyst at TECHnalysis Research, and Carolina Milaensi, President and Principal Analyst at Creative Strategies. I met them both at an HP event in the US having seen them both on Bloomberg and Yahoo Finance
TV so have to say was quite analyst star struck, which is a rare thing for me in the analyst world! They are both incredibly inspiring to me as they are independent analysts who run their own businesses. Bob’s perspective on the technology market is fantastic and he is one of the friendliest analysts I have met.
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