SOURCE: Trainer Communications

Trainer Communications

Trainer Communications

December 09, 2010 10:46 ET

Independent Research Reveals Overwhelming Majority of Business and Technology Media Still Rely on Industry Analysts Both in the US and Europe

Bloomberg News, Forrester, and MarketWatch Among a Panel of Experts to Provide Additional Insights During the "Analyzing the Analysts" Event Planned for December 16, 2010

PLEASANTON, CA--(Marketwire - December 9, 2010) - Trainer Communications, a full-service public relations, integrated marketing, and social media agency servicing the enterprise and consumer technology sectors, and A3 Communications, the networked storage PR specialists, today announced the results of a survey of nearly 200 business and technology media across the US and Europe. The two agencies polled the media on their opinions about utilizing analyst firms to validate a vendor, and to gain insights into its products and market potential. 70 percent of US-based respondents agreed that if they were briefed by a vendor and provided with analyst references, they would contact the analyst to gather additional background about the vendor as part of the research they conduct for story development. 

49 percent of US-based media said they typically contact Forrester or Gartner as one of their top three choices for market information; however survey results also showed a strong media preference for contacting specialty analyst firms such as Enterprise Strategy Group, iSupply or Infonetics, based on their technical expertise. One quarter of respondents said they would be more likely to contact these smaller, more focused analyst firms, while 26 percent said they do not consult with any particular analysts.

In Europe, the same type of survey revealed similar results with two analyst firms, Gartner and IDC, overwhelmingly being the firms of choice for media to contact. In fact, survey results indicated Gartner and IDC received approximately three and a half times the number of responses compared to the next in line, Forrester, followed by Enterprise Strategy Group, Freeform Dynamics, Quocirca, The451, Macarthur Stroud International, Ovum, Butler and a few other smaller firms.

Other key findings from the survey revealed:

  • In the US, 58 percent of respondents agreed that when a vendor is mentioned in an analyst white paper or report, it increased both their interest and positive opinion of that vendor. In Europe, this figure was even more significant at 71 percent.
  • 90 percent of US-based respondents believe that analysts add value to industry roundtables and panels, with their European counterparts being even more supportive at more than 97 percent.
  • On the subject of the importance of analyst vs. customer quotes as third party validation in press releases, US media recommend vendors use customer quotes five times more often than analyst quotes, with 27 percent of respondents stating a vendor should use a combination of analyst and customer quotes in press releases. In Europe, the responses were more balanced between analyst and customer quotes, with respondents stating vendors should use customer quotes four times more often than analysts, with 42 percent preferring a combination for maximum impact.

More Insights to be Revealed During "Analyzing the Analysts" Special Event

Trainer Communications is hosting an event on December 16, at 9:30 a.m. at its Pleasanton, Calif. headquarters to review the results with a team of industry analysts, business media and media experts. Business and marketing executives as well as PR/AR professionals are encouraged to attend this event, and may sign up at http://trainercomm.com/company/events/. At the event, Trainer Communications CEO, Susan Thomas will reveal the comprehensive survey results from the US Media and A3 Communications CEO, Federica (Fred) Monsone will review the corresponding EMEA results. The panel of experts will consist of:

  • Bloomberg News -- Ari Levy, Senior Technology Reporter
  • MarketWatch --R ex Crum, Technology Markets Reporter
  • Forrester Research -- Ray Augie, Senior Analyst
  • Enterprise Applications Consulting -- Josh Greenbaum, Principal 
  • Sam Whitmore Media Survey -- Sam Whitmore, Founder and Editor

"Transparency is now the name of the game -- and journalists can easily research and assess corporate claims. With this capability, journalists have changed the way they interact with, and rely on, analysts. Our survey validates some additional 'game changing' rules associated with industry analysts and the role they play in the media," said Susan Thomas, CEO of Trainer Communications. "We're delighted to host big names such as Bloomberg, MarketWatch, Forrester and others to discuss these trends in what looks to be a thought-provoking event."

Survey Methodology

This independent survey, sponsored by Trainer Communications and A3 Communications, is the first of its kind identifying how vendors can best leverage their analyst contacts within their media relations strategy. The research focused on gathering the opinions about the value of analysts in the eyes of the media. Nearly 200 technology and business journalists in the United States and EMEA responded from top publications such as VentureBeat (US), InformationWeek (US), Network Computing (US), TMCnet (US), WindowsIT Pro (US), Channel Insider (US), IDG (US and Belgium), The Register (UK), Manage IT (Germany), Storage Newsletter (France), IT Europa (UK), Business World (Czech Republic), eWeek (UK), IT Reseller (Poland), and Silicon News (Spain).

Leveraging a web-based research tool, the respondents were asked nine questions about their work with, and their impressions of, the industry analyst community. Respondents were allowed to remain anonymous, although most did not. Incomplete surveys were not used.

Responses were collected during October and November of 2010.

About A3 Communications

Located in the UK, and a key member of a worldwide network of PR partners, A3 Communications (www.a3communications.co.uk) offers organisations in the data storage space unparalleled expertise, reliability, and results through bespoke PR, AR and social media programmes. Every day A3 Communications helps larger and smaller players, established and emerging ones alike, increase brand awareness and mindshare. Our range of services includes print and online media outreach, analyst relations, copy writing, message development, launch and event supports. Client experience includes 3PAR, Agilent, Asigra, Brocade, Data Domain, Decru, Fujitsu, Shoden, SNIA and SNW Europe, Texas Memory Systems, Ultrium LTO and Xsigo among others. Federica Monsone, A3 Communications' founder and director, recently signed her sixtieth client in the data storage space.

About Trainer Communications

Trainer Communications is the premier provider of integrated marketing and public relations services based in the Silicon Valley. Specializing in technology, the agency offers deep domain expertise across cloud computing, data infrastructure, virtualization, information security, optical and wireless communications, enterprise software, networking, and consumer industries. Trainer represents emerging and high-growth technology companies that lack the market recognition and visibility needed to meet business objectives and is the only agency that guarantees quantifiable results with its Metrics Matter™ methodology. Established in 1995, Trainer has represented more than 200 companies, including one-third that resulted in a positive liquidity event. For more information, visit www.trainercomm.com.

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Contact Information

  • Media Contacts:
    Angela Griffo
    Trainer Communications
    Email Contact
    (949) 842-7695

    Sarrah Mason
    A3 Communications
    Email Contact
    +44 (0) 1252 875 203