Forrester Research, Inc. (FORR): Business Model Canvas

In der dynamischen Landschaft der Technologieforschung und -erkenntnisse steht Forrester Research, Inc. als Leuchtturm strategischer Intelligenz und wandelt komplexe Marktdynamiken in umsetzbares Wissen für globale Unternehmen um. Durch die sorgfältige Analyse von Technologietrends und die Bereitstellung gestochen scharfer analytischer Perspektiven hat Forrester eine einzigartige Nische geschaffen, um Unternehmen bei der Bewältigung des komplizierten Wegs der digitalen Transformation zu unterstützen. Ihr umfassender Business Model Canvas offenbart ein hochentwickeltes Ökosystem aus Forschung, Beratung und strategischen Beratungsdiensten, das Technologieführern, Führungskräften und Investoren beispiellose Marktinformationen und zukunftsorientierte Erkenntnisse bietet.

Forrester Research, Inc. (FORR) – Geschäftsmodell: Wichtige Partnerschaften

Technologieanbieter und Unternehmen für Unternehmenssoftware

Forrester Research unterhält strategische Partnerschaften mit wichtigen Technologieanbietern:

Partner	Partnerschaftsfokus	Gründungsjahr
Microsoft	Forschung zu Unternehmenssoftware	2018
Salesforce	Einblicke in CRM und digitale Transformation	2019
IBM	Cloud Computing und KI-Forschung	2017

Forschungs- und Beratungsunternehmen

Zu den kooperativen Forschungspartnerschaften gehören:

• Gartner-Gruppe
• IDC (International Data Corporation)
• McKinsey & Unternehmen

Akademische Institutionen und Think Tanks

Forrester arbeitet mit akademischen Forschungszentren zusammen:

Institution	Forschungsbereich	Zusammenarbeit seitdem
MIT Sloan School of Management	Forschung zur digitalen Transformation	2016
Stanford-Universität	Studien zur Technologieinnovation	2017

Partner für digitales Marketing und Eventmanagement

Wichtige Partner für digitales Marketing und Event-Zusammenarbeit:

• Bizzabo
• Cvent
• Hubspot

Mitarbeiter im Bereich Datenanalyse und Marktforschung

Strategische Daten- und Marktforschungspartnerschaften:

Partner	Art der Zusammenarbeit	Partnerschaftswert
Nielsen	Verbrauchereinblicke	Jährliche Zusammenarbeit im Wert von 2,5 Millionen US-Dollar
Kantar	Marktforschungsdaten	Jährliche Partnerschaft im Wert von 1,8 Millionen US-Dollar

Forrester Research, Inc. (FORR) – Geschäftsmodell: Hauptaktivitäten

Durchführung von Technologie- und Marktforschung

Jährliches Forschungsbudget: 42,3 Millionen US-Dollar (Geschäftsjahr 2023)

Forschungskategorie	Jährlicher Versicherungsschutz	Forschungsberichte
Technologiemärkte	375 verschiedene Technologiesegmente	1.200 Forschungsberichte
Digitale Transformation	245 Forschungsgebiete	850 analytische Dokumente

Erstellen von Analystenberichten und Erkenntnissen

Insgesamt veröffentlichte Forschungserkenntnisse: 2.050 Berichte im Jahr 2023

• Digitale Strategieberichte: 685
• Technologietrendanalysen: 540
• Branchenspezifische Forschung: 425
• Kundenerfahrungsberichte: 400

Ausrichtung von Konferenzen und Webinaren

Ereignistyp	Jährliche Veranstaltungen	Gesamtzahl der Teilnehmer
Technologiekonferenzen	12 große Konferenzen	8.750 Teilnehmer
Webinare zur digitalen Transformation	48 vierteljährliche Webinare	35.600 Online-Teilnehmer

Bereitstellung von Beratungsdienstleistungen für Unternehmen

Beratungsumsatz: 87,6 Millionen US-Dollar (2023)

• Strategische Beratungsdienste: 42,3 Millionen US-Dollar
• Beratung zur digitalen Transformation: 31,2 Millionen US-Dollar
• Unterstützung bei der Technologieimplementierung: 14,1 Millionen US-Dollar

Entwicklung eigener Forschungsmethoden

Investition in Forschungsmethodik: 18,7 Millionen US-Dollar (2023)

Methodentyp	Entwicklungskosten	Einzigartige Frameworks
Technologiebewertung	6,2 Millionen US-Dollar	17 proprietäre Frameworks
Digitale Strategie-Frameworks	5,9 Millionen US-Dollar	12 einzigartige Methoden
Marktforschungstechniken	6,6 Millionen US-Dollar	22 spezialisierte Ansätze

Forrester Research, Inc. (FORR) – Geschäftsmodell: Schlüsselressourcen

Leitende Branchenanalysten und Forschungsexperten

Im Jahr 2024 beschäftigt Forrester Research etwa 382 Forschungsexperten. Zur Belegschaft des Unternehmens gehören:

Forschungskategorie	Anzahl der Experten
Leitende Analysten	124
Hauptanalysten	87
Wissenschaftliche Mitarbeiter	171

Umfangreiche Forschungsdatenbank und proprietäre Frameworks

Forrester unterhält ein umfassendes Forschungsrepository mit:

• Über 285.000 einzigartige Forschungsdokumente
• 12.500 aktive Forschungsberichte
• Proprietäre Forschungsrahmen, die 15 verschiedene Technologie- und Geschäftsbereiche abdecken

Digitale Veröffentlichungs- und Vertriebsplattformen

Zur digitalen Infrastruktur gehören:

Plattformmetrik	Spezifikation
Digitale Forschungsplattformen	3 Hauptplattformen
Jährliche Veröffentlichungen digitaler Berichte	2.400 Berichte
Globale digitale Zugangspunkte	187 Länder

Starker Markenruf in der Technologieforschung

Kennzahlen zur Markenbewertung:

• Markterkennungswert: 94/100
• Kundenbindungsrate: 87 %
• Weltweiter Kundenstamm: 2.150 Unternehmensorganisationen

Erweiterte Datenerfassungs- und Analysetools

Details zur Technologieinfrastruktur:

Kategorie „Technologie“.	Spezifikation
Datenanalyseplattformen	7 proprietäre Systeme
Jährliche Datenverarbeitungskapazität	3,2 Petabyte
Modelle für maschinelles Lernen	42 aktive Vorhersagemodelle

Forrester Research, Inc. (FORR) – Geschäftsmodell: Wertversprechen

Umsetzbare Erkenntnisse für Technologie und Geschäftsstrategie

Forrester Research liefert strategische Erkenntnisse mit den folgenden Schlüsselkennzahlen:

Forschungskategorie	Jährlicher Versicherungsschutz	Einzigartige Einblicke
Technologiestrategie	Über 350 Forschungsberichte	Über 2.500 von Analysten entwickelte Empfehlungen
Digitale Transformation	Über 250 strategische Analysen	Über 1.800 Empfehlungen für Unternehmenstechnologie

Unabhängige und objektive Marktforschung

Die Forschungsmethodik von Forrester umfasst:

• Über 120 unabhängige Research-Analysten
• Jährlicher Forschungsumsatz von 480,7 Millionen US-Dollar (2023)
• Über 5.200 Firmenkunden weltweit

Umfassende Branchentrendanalyse

Industriesektor	Jahresberichte	Marktabdeckung
Technologie	175 Berichte	Globale Unternehmensmärkte
Digitales Geschäft	125 Berichte	Branchenübergreifende Transformation

Entscheidungsunterstützung für Unternehmensleiter

Forrester bietet strategische Unterstützung durch:

• Beratungsleistungen für Führungskräfte
• Maßgeschneiderte Forschungsrahmen
• Vierteljährliche strategische Briefings
• 152,4 Millionen US-Dollar Beratungsumsatz (2023)

Spitzenforschung in mehreren Technologiesektoren

Technologiedomäne	Forschungsschwerpunkt	Jährliche Einblicke
KI/Maschinelles Lernen	KI-Strategien für Unternehmen	75 Fachberichte
Cybersicherheit	Risikomanagement	90 umfassende Analysen
Cloud-Computing	Digitale Infrastruktur	85 strategische Bewertungen

Forrester Research, Inc. (FORR) – Geschäftsmodell: Kundenbeziehungen

Abonnementbasierte Forschungsdienste

Forrester bietet abgestufte Forschungsabonnementmodelle mit der folgenden Preisstruktur an:

Abonnementstufe	Jahrespreis	Hauptmerkmale
Grundlagenforschung	$5,995	Begrenzter Forschungszugang
Professionelle Forschung	$12,495	Umfangreiche Forschungsbibliothek
Unternehmensforschung	$24,995	Vollständige Forschungssuite, Zugriff für mehrere Benutzer

Personalisierte Beratungs- und Beratungsaufträge

Forrester bietet maßgeschneiderte Beratungsdienste mit den folgenden Engagement-Typen:

• Strategische Beratungsleistungen
• Beratung zur Technologietransformation
• Maßgeschneiderte Forschungsprojekte

Beratungsdienst	Durchschnittliche Projektkosten	Dauer
Strategische Beratung	$75,000 - $250,000	3-6 Monate
Technologietransformation	$150,000 - $500,000	6-12 Monate

Interaktive Forschungsplattformen

Statistiken zu digitalen Forschungsplattformen:

• Digitale Forschungsplattformen insgesamt: 4
• Monatlich aktive Benutzer: 12.500
• Jährlich veröffentlichte Forschungsberichte: 1.200

Direkte Analystenberatung

Preismodell für Analystenberatung:

Beratungstyp	Dauer	Preis
Standardberatung	30 Minuten	$1,500
Erweiterte Beratung	60 Minuten	$2,750

Jährliche Konferenzen und Networking-Events

Statistiken zur Veranstaltungsteilnahme:

• Jährliche Konferenzen abgehalten: 3
• Gesamtzahl der Konferenzteilnehmer im Jahr 2023: 4.200
• Mischung aus virtuellen und persönlichen Veranstaltungen: 60 % persönlich, 40 % virtuell

Konferenztyp	Ticketpreis	Typische Anwesenheit
Technologie-Führungsforum	$2,995	1.500 Teilnehmer
Customer Experience Summit	$2,495	1.200 Teilnehmer

Forrester Research, Inc. (FORR) – Geschäftsmodell: Kanäle

Online-Forschungsportal

Forrester Research betreibt eine umfassende digitale Plattform mit mehr als 250.000 aktiven Abonnenten (Stand 2023). Die jährlichen Preise für digitale Abonnements liegen zwischen 2.995 und 12.995 US-Dollar pro Benutzer.

Portalfunktion	Metrisch
Gesamtzahl der Forschungsberichte	15,000+
Monatliche einzigartige Besucher	85,000
Durchschnittliche Berichts-Downloadzeit	12 Minuten

Digitale Veröffentlichungen und Berichte

Forrester erstellt jährlich etwa 1.800 Forschungsberichte in den Bereichen Technologie, Kundenerlebnis und digitale Transformation.

• Durchschnittliche Berichtslänge: 20–35 Seiten
• Preis für Berichte: 495 bis 1.495 US-Dollar pro Dokument
• Verbreitung digitaler Formate: 98 %

Webinare und virtuelle Veranstaltungen

Forrester veranstaltet jährlich über 120 Webinare mit einer durchschnittlichen Teilnehmerzahl von 2.500 Teilnehmern pro Veranstaltung.

Ereignistyp	Jährliche Zählung	Durchschnittliche Teilnehmer
Öffentliche Webinare	85	1,800
Private Firmen-Webinare	35	3,200

Direktvertriebsteam

Forrester unterhält ein globales Vertriebsteam von 180 engagierten Vertriebsprofis in Nordamerika, Europa und im asiatisch-pazifischen Raum.

• Durchschnittliche Vertriebsteamquote: 1,2 Millionen US-Dollar pro Vertreter
• Conversion-Rate für Unternehmenskunden: 22 %
• Durchschnittlicher Kundenvertragswert: 75.000 $

Strategische Partnernetzwerke

Forrester arbeitet mit über 450 Technologie- und Beratungspartnern weltweit zusammen.

Partnerkategorie	Anzahl der Partner
Technologieanbieter	275
Beratungsunternehmen	125
Akademische Institutionen	50

Forrester Research, Inc. (FORR) – Geschäftsmodell: Kundensegmente

Technologieabteilungen großer Unternehmen

Forrester Research richtet sich an Technologieabteilungen in Unternehmen mit einem Jahresumsatz von über 1 Milliarde US-Dollar in verschiedenen Branchen.

Segmentcharakteristik	Statistische Daten
Gesamter adressierbarer Markt	2.500 globale Unternehmen
Durchschnittliche jährliche Technologieausgaben	250 Millionen US-Dollar pro Unternehmen
Budget für Technologieentscheidungen	75 Millionen US-Dollar pro Unternehmen

Führungskräfte auf C-Ebene

Die Forschungsdienstleistungen von Forrester richten sich an C-Suite-Experten in allen Führungspositionen im Technologie- und Unternehmensbereich.

• Chief Information Officers (CIOs)
• Chief Technology Officers (CTOs)
• Chief Digital Officers (CDOs)
• Chief Executive Officers (CEOs)

Executive-Segment	Marktdurchdringung
Fortune-500-CIOs	82 % Abonnementpreis
Global 2000 Technologieführer	67 % Forschungsverbrauch

IT-Entscheider

Forrester konzentriert sich auf IT-Experten der mittleren bis oberen Ebene, die für die Technologiestrategie und -implementierung verantwortlich sind.

Segment Profile	Quantitative Kennzahlen
Insgesamt adressierbare IT-Experten	175.000 globale Entscheidungsträger
Durchschnittliches Forschungsbudget pro Fachkraft	12.500 $ jährlich

Führungskräfte im Bereich der digitalen Transformation

Spezialisiertes Segment mit Schwerpunkt auf Fachleuten, die die digitale Innovation von Unternehmen vorantreiben.

• Führungskräfte für digitale Strategie
• Innovationsdirektoren
• Manager von Transformationsprogrammen

Transformationssegment	Marktdaten
Globale Führungskräfte im Bereich der digitalen Transformation	45.000 Fachkräfte
Durchschnittliche Forschungsinvestition	18.000 US-Dollar pro Profi

Technologieinvestoren und -strategen

Das Segment umfasst Risikokapitalgeber, Investmentanalysten und strategische Berater.

Anlegerkategorie	Quantitative Erkenntnisse
Technologie-Risikokapitalfirmen	1.200 globale Unternehmen
Budget für Investitionsforschung	35.000 US-Dollar pro Unternehmen und Jahr

Forrester Research, Inc. (FORR) – Geschäftsmodell: Kostenstruktur

Gehälter für Forschungspersonal

Laut Finanzberichten für das Jahr 2023 beliefen sich die Gesamtaufwendungen für Mitarbeitervergütungen und Sozialleistungen von Forrester Research auf 235,4 Millionen US-Dollar.

Mitarbeiterkategorie	Ungefähre jährliche Kosten
Leitende Analysten	$180,000 - $250,000
Mittelständische Forscher	$120,000 - $165,000
Einsteigerforscher	$85,000 - $110,000

Technologieinfrastruktur

Die Technologie- und Infrastrukturausgaben von Forrester beliefen sich im Jahr 2023 auf etwa 42,7 Millionen US-Dollar.

• Cloud-Computing-Infrastruktur: 18,5 Millionen US-Dollar
• Datenspeicher- und Verwaltungssysteme: 12,3 Millionen US-Dollar
• Forschungsplattformen und -tools: 11,9 Millionen US-Dollar

Content-Entwicklung und Produktion

Die Kosten für die Erstellung von Inhalten und die Rechercheproduktion beliefen sich im Jahr 2023 auf insgesamt 54,6 Millionen US-Dollar.

Inhaltstyp	Jährliche Produktionskosten
Forschungsberichte	29,4 Millionen US-Dollar
Digitale Inhalte	15,2 Millionen US-Dollar
Proprietäre Forschungsdatenbanken	10 Millionen Dollar

Marketing- und Vertriebskosten

Die Marketing- und Vertriebsausgaben für 2023 beliefen sich auf 87,3 Millionen US-Dollar.

• Digitales Marketing: 22,6 Millionen US-Dollar
• Vergütung des Vertriebsteams: 41,7 Millionen US-Dollar
• Konferenz- und Eventmarketing: 23 Millionen US-Dollar

Kosten für Konferenz- und Veranstaltungsmanagement

Die veranstaltungsbezogenen Ausgaben für 2023 beliefen sich auf 23 Millionen US-Dollar.

Ereignistyp	Jährliche Kosten
Technologieforen	12,5 Millionen US-Dollar
Virtuelle Konferenzen	6,2 Millionen US-Dollar
Executive Roundtables	4,3 Millionen US-Dollar

Forrester Research, Inc. (FORR) – Geschäftsmodell: Einnahmequellen

Jährliche Forschungsabonnementdienste

Jährlicher Umsatz aus Forschungsabonnements von Forrester für 2023: 413,7 Millionen US-Dollar

Abonnementstufe	Jährliche Preisspanne
Zugang zur Grundlagenforschung	$5,000 - $15,000
Premium-Forschungszugang	$15,000 - $50,000
Zugang zur Unternehmensforschung	$50,000 - $250,000

Kundenspezifische Forschungsprojekte

Einnahmen aus kundenspezifischen Forschungsprojekten für 2023: 127,6 Millionen US-Dollar

• Durchschnittlicher Projektwert: 75.000 $
• Anzahl der im Jahr 2023 abgeschlossenen Sonderprojekte: 1.700
• Am häufigsten bediente Branchen: Technologie, Finanzdienstleistungen, Gesundheitswesen

Beratungs- und Beratungsdienstleistungen

Umsatz mit Beratungsdienstleistungen für 2023: 89,4 Millionen US-Dollar

Servicetyp	Durchschnittliche Engagementkosten
Strategische Beratung	$150,000 - $500,000
Beratung zur digitalen Transformation	$200,000 - $750,000
Beratung zur Technologieimplementierung	$100,000 - $350,000

Verkauf von Konferenz- und Veranstaltungstickets

Veranstaltungseinnahmen für 2023: 22,3 Millionen US-Dollar

• Anzahl der abgehaltenen Konferenzen: 12
• Durchschnittlicher Konferenzticketpreis: 1.850 $
• Gesamtzahl der Konferenzteilnehmer im Jahr 2023: 6.200

Syndizierte Forschungsberichte

Syndizierter Umsatz aus Forschungsberichten für 2023: 48,2 Millionen US-Dollar

Berichtskategorie	Durchschnittlicher Berichtspreis
Technologietrends	$3,500
Marktlandschaft	$4,200
Branchenanalyse	$5,000

Forrester Research, Inc. (FORR) - Canvas Business Model: Value Propositions

You're looking at what Forrester Research, Inc. actually delivers to its clients-the tangible value that keeps the lights on, even when contract value dips, like the 7% year-over-year decline to $288.7 million in Q2 2025. Here's the quick math on what they promise to deliver for that spend.

Value Proposition Element	Key Metric/Data Point	Source/Context
Forrester Decisions ROI	259% ROI over three years	Total Economic Impact study for Forrester Decisions
Client Base Reach	Serves 61% of the Fortune 100	Client base as of Q2 2025
Analyst Data Depth	Surveying over 500,000 respondents annually	Basis for analyst insights
Forrester AI Access Launch	Launched September 2025	New self-service offering
Initiative Acceleration	Transformational initiatives completed up to 50% faster	Impact of Forrester Decisions guidance

Actionable, data-backed guidance for technology and business leaders.

Forrester Research, Inc. helps leaders move past assumptions with research that is grounded in hard data. They survey more than 500,000 consumers, executives, and tech leaders every year to build their insights. This depth of data collection is what lets them provide guidance that translates directly into business action, which is critical when you're navigating the market volatility seen in their Q2 2025 revenue decline of 8% year-over-year.

Measurable business impact, citing 259% ROI on Forrester Decisions.

The core promise here is a measurable return. For the composite organization studied, investing in Forrester Decisions yielded an ROI of 259% over three years. That investment also delivered $2.54 million in benefits over that same three-year period, resulting in a net present value (NPV) of $1.83 million. Plus, access to their expert guidance improved the success rate of transformational initiatives by 26%. Honestly, securing funding for big projects gets easier when you can point to that kind of proven impact.

• Accelerated transformational initiatives by up to 50%.
• Drove an extra 4% annual revenue growth for new products.
• Reduced the time to complete initiatives by up to 13 weeks sooner.

Risk mitigation through AI governance and security research.

With AI adoption going mainstream-38% of US online adults using generative AI as of September 2025-the risks are front and center. Forrester Research, Inc. focuses its research on helping clients manage this complexity, especially in areas like AI governance and cybersecurity, which remain key strengths, particularly for government clients. They help you avoid the pitfalls when only 24% of US adults feel knowledgeable about AI, meaning most are operating with uncertainty.

Access to a curated peer network and expert analyst validation.

You don't just get reports; you get connections. A major benefit cited by clients is access to a peer network, allowing you to speak with others facing similar challenges. This expert analyst validation, often through inquiry or guidance sessions, helps leaders align on best practices. It's about getting confirmation from people who have seen the landscape, which is vital when you consider that Forrester Research, Inc. already serves 61% of the Fortune 100.

Self-service AI insights via Forrester AI Access.

To democratize access to their proprietary knowledge, Forrester Research, Inc. launched Forrester AI Access in September 2025. This new self-service offering uses their generative AI capabilities, building on the foundation of their Izola tool launched in October 2023. The goal is to make trusted insights and proprietary data available to more stakeholders across your organization, giving them flexibility to incorporate research directly into their daily work.

Forrester AI Access is available in three versions:

• Technology
• Consumer & Digital
• B2B

This extends the reach of their core research portfolio, which accounted for approximately 73% of total revenue in 2024. Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Canvas Business Model: Customer Relationships

You're looking at how Forrester Research, Inc. keeps its clients locked in, which is the lifeblood of their subscription model. The relationship focus is all about making the research indispensable, especially when clients are tightening their belts.

The core relationship structure is built around the subscription-based continuous guidance model. This model is explicitly designed for volatile times, aiming to help clients optimize costs and manage risk efficiently. This continuous access is a key differentiator against broad, public large language models.

Dedicated, high-touch analyst inquiry and advisory sessions remain a critical component. While specific session volume isn't public, the focus on analyst interaction is clear, as evidenced by the ongoing analysis of inquiry topics to understand client needs across 17 topics and 168 subtopics in the July 2024 through June 2025 snapshot. Furthermore, the structure includes tiered access, with Leader seats offering unlimited guidance sessions, contrasting with Team seats which allow attendance at Leader guidance and inquiry sessions.

Securing long-term commitment is paramount to financial stability. As of the first quarter ended March 31, 2025, Forrester achieved an all-time high, with 73% of its total Contract Value (CV) now committed under multi-year contracts. This is a significant increase from 69% at the end of 2024. The total Contract Value as of March 31, 2025, stood at $290.9 million.

Proactive client success management directly targets retention metrics. The firm's focus on this area aims to improve wallet retention, which was reported at 86% for the first quarter of 2025, a slight dip from 89% in the prior quarter due to budgetary pressures. On the client retention front, the rate held steady at 73% in Q1 2025. The Contract Value per client at the end of 2024 was $158,000, representing a 10% increase from the end of 2023.

Executive-level networking and private event access are strategic levers for relationship reinforcement. Management outlined enhancing these events as a key priority for 2025 specifically to boost retention and Contract Value growth. The company is shifting marketing dollars and expanding event experiences to incentivize client participation.

Here's a quick look at the key relationship metrics as of early 2025:

Relationship Metric	Value (Latest Available)	Date/Context
Percentage of CV in Multi-Year Contracts	73%	Q1 2025
Wallet Retention Rate	86%	Q1 2025
Client Retention Rate	73%	Q1 2025
Total Contract Value (CV)	$290.9 million	March 31, 2025
Contract Value Per Client	$158,000	Year-End 2024

The structure of client engagement is also segmented by access level, which dictates the depth of the relationship:

• Leader seat: Research plus unlimited guidance sessions with analysts.
• Team seats: Research plus ability to attend leader guidance and inquiry sessions.
• Executive/Non-Advisor Access: Clients wanting research without continuous guidance or advisor access.

If onboarding for new services takes 14+ days, churn risk rises, so speed in delivering value from the continuous guidance model is defintely key.

Finance: Review Q4 2025 event investment spend against Q1 2025 retention targets by end of next week.

Forrester Research, Inc. (FORR) - Canvas Business Model: Channels

You're looking at how Forrester Research, Inc. gets its insights and services into the hands of clients as of late 2025. The channels reflect a heavy pivot toward digital access, supported by traditional high-touch sales and consulting delivery.

Digital subscription platform (Forrester Decisions)

The primary channel for research consumption is the Forrester Decisions platform. This digital subscription is the core of the research business, representing the culmination of a multi-year migration effort. As of early 2025, 80% of the company's total Contract Value (CV) was migrated onto the Forrester Decisions portfolio. This focus is intended to drive long-term shareholder and client value by centralizing access to research and advisory services.

• 80% of Contract Value (CV) on the Forrester Decisions platform (early 2025).
• Contract value per client reached $158,000 at the end of 2024.
• Client retention was reported at 74% in Q2 2025.
• Wallet retention stood at 86% in Q2 2025.
• The percentage of multi-year contracts grew to 69% by the end of 2024.

Direct sales force for enterprise contract negotiation

The direct sales force is the engine for securing the large, enterprise-wide contracts that underpin the subscription model. Management has been actively optimizing this team, focusing on efficiency and conversion. The sales pipeline showed definite strength, growing by 15% from Q1 to Q2 2025. This growth is supported by faster hiring, with the average time to hire new representatives running at 55 days in Q3 2025, improving on a goal of 60 days.

Sales Metric	Value/Rate	Period/Context
Sales Pipeline Growth	15%	Q1 to Q2 2025
Average Time to Hire Reps	55 days	Q3 2025
Contract Value Per Client	$158,000	Year-end 2024
Full Year 2024 Revenue	$432.5M	Total Company

The sales team is also focused on getting involved earlier in the buying process to improve conversion rates, building what management calls a social contract with buyers.

Consulting services delivery teams

Consulting services are delivered by dedicated teams, though this channel faced headwinds in the 2025 forecast. For the full year 2024, Consulting revenue was $97.3M. The outlook for 2025 projected a decline in the consulting business in the high single-digit to low double-digit range. In Q3 2025 specifically, Consulting revenue was $21.5M, marking an 8% decrease compared to the prior year. Still, strategy consulting showed some booking growth in 2024, suggesting targeted strength within the delivery teams.

Annual in-person and digital events (e.g., B2B Summit)

Events serve as a key channel for brand visibility and lead generation, though this segment saw significant revenue contraction. Full-year 2024 Events revenue dropped more than a third to $18.5M. The Q3 2025 Events revenue was reported at $10.2M. Management projected the Events business to decline in the high 20% range for the full year 2025. The company is focused on supercharging these events to make them a more effective platform for Contract Value growth in 2025.

Direct analyst engagement via phone and web inquiry

Direct engagement remains critical, often tied to the subscription value proposition. While specific inquiry volume isn't published, the success of the Forrester Decisions migration suggests that the primary value delivered through these channels is access to expert analysts for specific, on-demand guidance. The completion of the FD migration means the entire organization is now focused on selling and supporting this platform, which includes analyst support. This focus is intended to improve client engagement and retention, which is vital for the channel's long-term health.

Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Canvas Business Model: Customer Segments

You're looking at the core of Forrester Research, Inc.'s (FORR) business, which is built around serving the most influential leaders in the world's largest organizations. As of mid-2025, Forrester maintains deep penetration into the elite corporate tier, working with 61% of Fortune 100 companies. This focus on large, complex organizations means your sales cycle likely involves multiple stakeholders across various functional silos, so understanding the scale of their commitment is key.

Here's a quick look at the client base metrics as reported through the second quarter of 2025, which shows a slight contraction in the total number of relationships but a clear focus on maintaining value with the core base:

Metric	Value (as of Q2 2025)	Context/Comparison
Total Client Count	1,806 clients	Down 12% year-over-year from 2,052 clients in Q2 2024.
Contract Value (CV)	$288.7 million	Down 7% compared to Q2 2024.
Contract Value Per Client (End of 2024)	$158,000	Up 10% from $143,000 at the end of 2023.
Client Retention Rate (Q2 2025)	74%	Client retention remained relatively stable.

The primary decision-makers Forrester serves are those tasked with driving growth and managing risk in high-stakes environments. These leaders are looking for guidance on what's next, especially around emerging technology like generative AI, where only 26% of organizations reported training workers on prompt engineering in 2025. Forrester's research is specifically tailored to help these executives execute on their most pressing priorities.

The key executive roles that form the core customer segments include:

• Technology leaders, such as CIOs and CISOs.
• B2B Marketing executives.
• Sales leaders.
• Product executives.
• Security and Risk leaders.

Also critical to the segment mix are public sector entities. Forrester has noted making progress in the government sector as of Q2 2025, indicating this area is a specific focus for future growth alongside the enterprise base. If you're mapping out your own strategy, remember that 73% of contract value was in multi-year contracts by Q1 2025, showing a strong preference for long-term commitment once the relationship is established.

Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Canvas Business Model: Cost Structure

You're looking at Forrester Research, Inc.'s cost profile as of late 2025, which is heavily weighted toward personnel and technology development, even after recent efficiency moves. The fixed cost component, driven by highly compensated subject matter experts, remains substantial.

High fixed costs for analyst and consulting staff compensation. The core expense is compensation for the analysts and consultants who produce the proprietary research and advice. The average annual compensation across Forrester Research, Inc. was reported at $82,705 for 2025. For senior roles, this cost is significantly higher; for instance, a Consulting Manager averaged $113,447. The CEO and Chairman, George Colony, had a reported base salary of $461.9K. These personnel costs form the bedrock of the cost structure, representing a large, relatively fixed expense base.

The cost structure for Q3 2025 reflects a deliberate effort to manage this base:

• Operating expenses on an adjusted basis for Q3 2025 were $89.8 million.
• This represented an 11% decrease compared to Q3 2024's adjusted operating expenses of $103.3 million.
• The reduction was primarily driven by lower compensation and related costs.
• Headcount was reduced by 8% in Q3 2025 versus the same period in 2024.

Significant investment in technology and AI platform development. A major variable cost, or at least a significant capital expenditure/R&D focus, is the ongoing development of proprietary technology, especially in artificial intelligence. The launch of the new self-service offering, Forrester AI Access, in Q3 2025 signals this commitment to embedding AI into the core product offering. Full-year 2025 adjusted guidance indicated that stock-based compensation expense, which often relates to rewarding technology talent, was expected to be between $12.0 million to $13.0 million.

Costs associated with producing global events and proprietary research. The cost of delivering research and running events is directly tied to revenue generation, though events costs can fluctuate heavily based on scheduling. The revenue breakdown for Q3 2025 shows the relative scale of these segments:

Revenue Segment (Q3 2025, in thousands)	Amount
Research Revenue	$72,652
Consulting Revenue	$21,475
Events Revenue	$168

The Events business saw a significant drop in revenue, going from $2,088 thousand in Q3 2024 to just $168 thousand in Q3 2025, suggesting either reduced activity or a shift in how these costs are recognized. The Research segment remains the largest revenue driver, implying its associated production costs are the largest component after personnel.

Sales and marketing expenses to drive contract value (CV) growth. Expenses related to sales and marketing are necessary to support the Contract Value (CV) metric, which is key to future recurring revenue. At the end of Q3 2025, the total contract value stood at $288.1 million, a 7% decline year-over-year. The company noted adjustments in sales methodology and marketing alignment were made to improve prospect follow-up rates, which directly relates to managing the efficiency of these selling costs.

Forrester Research, Inc. (FORR) - Canvas Business Model: Revenue Streams

You're looking at how Forrester Research, Inc. actually brings in the money as of late 2025. Honestly, it's still heavily weighted toward their core research offering, but the mix is shifting as they push new AI capabilities.

The subscription model remains the bedrock. Research subscriptions, which is their bread and butter, brought in $72.65 million for the third quarter of 2025. That made it the largest segment, though it did see a 6% drop year-over-year, reflecting some market pressures on client spending.

Consulting services provided a solid chunk, reporting $21.48 million in revenue for Q3 2025. To be fair, this segment also faced headwinds, with consulting revenue down 8% compared to the prior year, partly due to budget cuts noted in the U.S. federal government sector.

The Events and conferences stream is minimal in comparison, clocking in at just $168,000 for the quarter. It's clear that macroeconomic conditions are hitting this area hard right now.

Here's a quick look at the revenue breakdown for the quarter:

Revenue Stream	Q3 2025 Revenue (USD)	Year-over-Year Trend
Research Subscriptions	$72.65 million	Down 6%
Consulting Services	$21.48 million	Down 8%
Events and Conferences	$168,000	Facing headwinds

The total reported revenue for Q3 2025 was $94.3 million. What this estimate hides is the underlying health of the future book of business, which is tracked via contract value.

The multi-year contract value (CV) is a key forward-looking metric for Forrester Research, Inc. As of Q3 2025, the CV stood at $288.1 million. That figure was down 7% compared to the same point last year, but management is optimistic that new product launches will help stabilize this metric.

Beyond the billed services, Forrester Research, Inc. generates revenue through other means, which you need to account for when modeling their full stream:

• Licensing of data, frameworks, and proprietary tools.
• Revenue from their new self-service offering, Forrester AI Access, which is built on their generative AI tool, Izola.

The company is actively trying to shift the mix by focusing on AI innovations that they believe will unlock new growth opportunities. Finance: draft 13-week cash view by Friday.