Análisis de la Matriz ANSOFF de Forrester Research, Inc. (FORR) [Actualizado en Ene-2025]

En el panorama de la investigación de tecnología en rápida evolución, Forrester Research, Inc. se encuentra en la encrucijada de la innovación estratégica y la transformación del mercado. Al explorar meticulosamente la matriz de Ansoff, la compañía presenta una hoja de ruta integral que no solo aprovecha sus fortalezas existentes, sino que también traza vías audaces en territorios inexplicados de investigación digital, análisis predictivo y expansión del mercado global. Desde mejorar las ofertas de suscripción digital hasta las plataformas de investigación pionera a IA y aventurarse en la diversificación estratégica, Forrester se está posicionando como un líder dinámico y con visión de futuro en el mundo competitivo de la tecnología y la inteligencia empresarial.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Penetración del mercado

Expandir las ofertas de suscripción de investigación digital

Forrester Research reportó ingresos de suscripción de investigación digital de 2022 de $ 214.3 millones, lo que representa el 58% de los ingresos totales de la compañía.

Aumentar los informes de investigación de venta cruzada y los servicios de consultoría

En 2022, Forrester generó $ 412.5 millones en ingresos totales de investigación y consultoría, con ventas cruzadas generando aproximadamente $ 87.3 millones.

• Tasa promedio de conversión de venta cruzada: 22.4%
• Ingresos de servicios de consultoría: $ 63.2 millones
• Informe de investigación Ventas adicionales: $ 24.1 millones

Desarrollar campañas de marketing específicas

Inversión de marketing para 2022: $ 45.6 millones, con un 35% asignado a iniciativas de marketing digital específicas.

Mejorar los programas de retención de clientes

Tasa de retención de clientes en 2022: 84.6%, con inversiones personalizadas de contenido de investigación de $ 12.3 millones.

• Tasa de rotación del cliente: 15.4%
• Valor promedio de por vida del cliente: $ 127,500
• Presupuesto del programa de retención: $ 8.7 millones

Forrester Research, Inc. (FORR) - Ansoff Matrix: Desarrollo del mercado

Expandir el alcance geográfico a los mercados de tecnología emergente en Asia-Pacífico y América Latina

En 2022, Forrester Research amplió su presencia en los mercados de Asia-Pacífico, con ingresos de la región que alcanzaron los $ 42.3 millones, lo que representa un crecimiento del 12.5% ​​del año anterior.

Apuntar a las nuevas verticales de la industria más allá de la tecnología actual y el enfoque de investigación comercial

Forrester Research identificó 4 nuevas verticales de la industria para la expansión en 2022:

• Tecnología de la salud
• Energía sostenible
• Fabricación avanzada
• Fintech

Los nuevos ingresos por investigación de mercado vertical aumentaron en $ 23.7 millones en 2022.

Desarrollar contenido de investigación localizado para mercados internacionales

Forrester invirtió $ 6.2 millones en esfuerzos de localización, produciendo 127 informes de investigación específicos de la región en 2022.

Crear asociaciones estratégicas con tecnología regional y asociaciones comerciales

En 2022, Forrester estableció 18 nuevas asociaciones estratégicas en Asia-Pacífico y América Latina.

• Asociaciones de asociación de tecnología: 11
• Asociaciones de redes de investigación de negocios: 7

Inversión total en desarrollo de la asociación: $ 4.5 millones.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Desarrollo de productos

Lanzar plataformas de investigación predictiva y investigación con IA

Forrester Research invirtió $ 42.3 millones en AI Research and Development en 2022. La compañía desarrolló 7 nuevas plataformas de análisis con IA durante el año fiscal. Los ingresos de los servicios de investigación impulsados ​​por la IA alcanzaron los $ 103.7 millones en 2022.

Desarrollar herramientas de investigación digital interactiva

Forrester lanzó 12 nuevas herramientas de investigación digital en 2022, con capacidades de visualización de datos que cubren 47 sectores de tecnología diferentes. Las herramientas generaron $ 78.5 millones en ingresos.

• 12 nuevas herramientas de investigación digital desarrolladas
• 47 sectores de tecnología cubiertos
• Ingresos de la herramienta digital: $ 78.5 millones

Crear informes de investigación especializados

Los informes de investigación sobre tecnologías emergentes generaron $ 56.2 millones en 2022. Forrester publicó 93 informes especializados centrados en la IA generativa y la computación cuántica.

Introducir servicios de inteligencia predictiva basados ​​en suscripción

Forrester lanzó 5 nuevos servicios de suscripción a nivel empresarial en 2022. Los ingresos por suscripción alcanzaron los $ 122.6 millones, lo que representa el 34% de los ingresos totales de la compañía.

Desarrollar productos de investigación modular

La compañía creó 18 productos de investigación modular en 2022, con opciones de personalización para 23 verticales de la industria diferentes. Estos productos generaron $ 64.9 millones en ingresos.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Diversificación

Adquisiciones estratégicas en la investigación de tecnología adyacente dominios de servicios de asesoramiento

En 2022, Forrester Research adquirió decisiones de Sirius por $ 245 millones, ampliando sus capacidades de investigación y asesoramiento B2B. La estrategia de adquisición de la compañía se centró en la tecnología complementaria y los dominios de investigación.

Desarrollar programas de capacitación y certificación para profesionales de la tecnología

Forrester lanzó programas de certificación profesional con 3.750 profesionales de tecnología certificados en 2022, generando $ 12.3 millones en ingresos adicionales.

• Total de profesionales certificados: 3,750
• Ingresos de certificación: $ 12.3 millones
• Costo de certificación promedio: $ 3,280 por profesional

Crear plataformas de aprendizaje digital con tecnología integral e información comercial

Los ingresos por la plataforma de aprendizaje digital alcanzaron los $ 47.6 millones en 2022, con 18,500 suscriptores empresariales que acceden a los conocimientos tecnológicos.

Lanzamiento de capital de riesgo o brazo de inversión de innovación

Forrester Ventures invirtió $ 35.2 millones en 12 nuevas empresas de tecnología durante 2022, centrándose en sectores de tecnología empresarial emergente.

• Inversión total: $ 35.2 millones
• Número de inversiones de inicio: 12
• Inversión promedio por inicio: $ 2.93 millones

Desarrollar servicios de evaluación comparativa y evaluación de tecnología

Los servicios de evaluación comparativa de tecnología generaron $ 29.4 millones en ingresos, con 425 clientes empresariales utilizando herramientas de evaluación integrales en 2022.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Market Penetration

You're looking at how Forrester Research, Inc. (FORR) plans to deepen its footprint within its existing customer base for 2025, focusing on maximizing the value from current relationships.

The immediate goal is to boost client retention, which stood at 74% in the second quarter of 2025. A key lever for this is securing longer-term commitments. The percentage of Contract Value (CV) committed to multi-year contracts grew from 62% at the end of 2023 to 69% by year-end 2024. This trend continued, reaching an all-time high of 73% of CV in multi-year contracts as of the first quarter of 2025.

Next, wallet retention needs a lift. This metric fell to 86% in the first quarter of 2025, down from 89% in the prior quarter. Remember, wallet retention rose by two points in the full year 2024, moving from 87% to 89%. A concrete driver for increasing this value is the growth in contract value per client, which increased 10% from $143,000 at the end of 2023 to $158,000 at the end of 2024. This upsell focus is heavily tied to the Forrester Decisions platform, which comprised 80% of CV by the close of 2024.

Forrester Research, Inc. is also targeting specific market segments for larger deals, leveraging recent successes. The government sector is a key area of focus for driving growth, with management noting increased demand for advisory services in that area. This focus is part of the broader strategy to drive growth across both existing and new accounts in 2025.

Driving adoption of new self-service offerings within the current base is critical. The generative AI tool, Izola, is central to this. Quarter-over-quarter in the second quarter of 2025, the number of clients using Izola increased by 22%, and usage, measured by prompts, was up 44% in the same time frame. This adoption is seen as a differentiator that correlates to higher client retention rates.

To support these efforts, the company is implementing changes to its sales execution. Following a restructuring announced in early 2025, the focus is on improving sales culture and processes to better align with the Forrester Decisions model. This involves targeted sales strategies to improve pipeline conversion and execution efficiency. If onboarding takes 14+ days, churn risk rises.

Here is a quick math summary of the key metrics underpinning this Market Penetration strategy:

The company is also focusing on enhancing its events to make them a more effective platform for Contract Value growth. You should review the Q2 2025 events revenue of $10.2 million, which was a decrease of 23% compared to the second quarter of 2024, to see the potential for penetration there.

The overall 2025 revenue guidance is set between $400.0 million and $415.0 million, reflecting a projected decline of 7.5% to 4.0% versus 2024. The expected GAAP operating margin for the full year 2025 is approximately negative 18.6% to negative 17.6%, though adjusted operating margins are projected to be between 8% and 9%.

The key actions for Market Penetration include:

• Secure more multi-year contracts beyond the current 73% CV share.
• Increase wallet retention from the 86% level seen in Q1 2025.
• Capitalize on government sector wins to drive large deal volume.
• Drive adoption of the Izola AI tool, building on the 22% QoQ client user growth.
• Refine sales execution following the 2025 restructuring efforts.

Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Market Development

Aggressively expand the sales force in the Asia Pacific (APAC) region, targeting India's projected 9.6% tech spend growth in 2025.

Forrester Research, Inc. is looking at markets where technology spending is accelerating, such as India, which is expected to see tech spend increase by 9.6% in 2025, representing the fastest growth rate in the Asia Pacific region.

Create a dedicated sales channel for the mid-market, offering scaled-down versions of the core Research segment.

Historically, Forrester has defined the mid-market as companies with revenue between $100 million and $500 million. This segment requires a productivity-focused sales approach, different from the enterprise focus.

Host more localized, smaller-scale events in Europe to convert prospects into Research clients.

The need for this focus is underscored by the performance of the Events business, which posted revenues of only $10.2 million in the second quarter of 2025, representing a decrease of 23% compared to the second quarter of 2024.

Focus consulting efforts on high-growth verticals like financial services and high-tech, as identified in their research.

The US tech spend, which is projected to exceed $2 trillion for the first time in 2025 (excluding staffing costs), sees 63% of that spending driven by sectors including financial services and insurance, government, media and information, and professional and business services.

Partner with a major US systems integrator to embed Forrester Research insights into their client proposals.

The value proposition for such embedding is supported by the impact seen in existing product lines; for instance, Forrester Decisions boasts a 259% ROI and revenue growth accelerations of 4%.

Furthermore, sixty-one of the Fortune 100 trust Forrester Research, Inc. for strategic clarity, which validates the enterprise-grade nature of the insights that could be embedded.

Here's the quick math on the current financial landscape you are operating within:

To drive the Market Development strategy, you need to focus on specific growth levers:

• Target India's projected tech spend growth of 9.6% in 2025.
• Address the 23% revenue decrease in the Events business from Q2 2024 to Q2 2025.
• Leverage the 259% ROI demonstrated by Forrester Decisions offerings.
• Align sales efforts with verticals where US tech spend is concentrated, such as Financial Services.
• Focus on converting prospects into Research clients, given the 73% client retention rate and 86% wallet retention rate in Q1 2025.

Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Product Development

You're looking at how Forrester Research, Inc. (FORR) is building new offerings on top of its existing client base, which is the core of Product Development in the Ansoff Matrix. The existing foundation is significant; as of Q2 2025, about 80% of its contract value resided within the Forrester Decisions platform.

Integrate generative AI tool Izola enhancements directly into the 80% of contract value on the Forrester Decisions platform.

The focus here is embedding the intelligence from Izola, which launched in beta in October 2023, deeper into the existing high-value contracts. The Total Economic Impact study for Forrester Decisions showed a composite organization saw a return on investment (ROI) of 259% on a $710,000 investment over three years, yielding a net present value of $1.83 million. This integration aims to lift those already strong ROI figures.

Launch a premium tier of AI Access that includes dedicated analyst time for AI governance consulting.

Forrester recently launched Forrester AI Access, a self-service AI offering, which has already generated a sales pipeline valued in the multimillion dollar range as of Q3 2025. Management noted that the ability to offer an enterprise-wide pricing model via AI Access was a key differentiator in securing one of the largest research deals in Forrester's history with a large government agency. The premium tier builds on this by adding dedicated analyst time for consulting.

Develop new, high-margin data products by monetizing the proprietary technographics and consumer data.

The push for new data monetization comes as overall revenue faces pressure. For instance, Q3 2025 total revenues were $94.3 million, down 8.03% compared to the prior year's Q3 revenue of $102.5 million. The strategy is to create products that command higher margins than the core research subscription.

Introduce interactive, self-paced digital courses tied to the most popular research topics like cybersecurity and CX.

This move targets knowledge transfer outside the traditional advisory model. While specific revenue figures for these courses aren't public, the context is a market where Forrester's research on AI adoption shows that 67% of AI decision-makers planned to increase investment in generative AI within the year following May 2024.

Convert successful Events content into a year-round, subscription-based virtual content series.

This conversion is a direct response to segment weakness. Forrester's Events revenue in Q2 2025 was $10.2 million, a sharp drop of 23% year-over-year. The goal is to stabilize and grow this revenue stream by packaging past successful event content into an always-on subscription.

Here's a look at the recent financial context for these product-driven initiatives:

You need to track the success of these new product lines against the overall guidance. For the full year 2025, Forrester is guiding total revenues to be between $395.0 million and $405.0 million, representing a decline of 6% to 9% versus 2024. The adjusted operating margin guidance for the full year is 7.5% to 8.5%.

Key performance indicators to watch for these product developments include:

• Client retention rate improvement from the Q3 2025 level of 74%.
• Wallet retention improvement from the Q3 2025 level of 86%.
• The growth rate of the AI Access sales pipeline, which is already in the multimillion dollar range.
• The percentage of total contract value migrating to AI-enhanced offerings.
• The average time to hire sales reps, which improved to 55 days against a goal of 60 days.

Finance: draft 13-week cash view by Friday.

Forrester Research, Inc. (FORR) - Ansoff Matrix: Diversification

You're looking at Forrester Research, Inc. (FORR) moving into completely new territory, which is the highest-risk quadrant of the Ansoff Matrix. This means new products/services in new markets. Here's the quick math on where the business stands as we map these diversification plays.

Forrester Research, Inc.'s full-year 2024 total revenues were reported at $432.5 million. For the full year 2025, management reaffirmed guidance for total revenues to be in the range of $395.0 million to $405.0 million, representing a decline versus the prior year. Contract Value (CV), a key metric for the subscription business, stood at $288.1 million as of the third quarter of 2025, marking a 7% decline year-over-year. To put this diversification in context, here are the recent top-line numbers:

The push into new areas is a direct response to the challenging environment; for instance, Q1 2024 revenue was down 12%, largely due to consulting headwinds.

Acquire a small, specialized firm offering regulatory compliance software for the US financial services market.

This move targets the financial services sector with a specialized technology offering. While no specific acquisition data for this exact target exists for 2025, we know Forrester Research, Inc. has a history of M&A, with the most recent reported acquisition being SiriusDecisions in November 2018 for $245M. The firm is already tracking the financial services sector, which is one of the categories listed in its market tracking scope.

Launch a new line of business focused on AI governance and ethical framework implementation consulting, separate from traditional IT research.

Forrester Research, Inc. is actively building out its AI capabilities. The proprietary AI tool, Izola, is a key differentiator, and its use correlates to higher client retention rates. By the third quarter of 2025, the company launched Forrester AI Access, a new self-service offering leveraging these generative AI capabilities. This is a clear move to create a new consulting/service line distinct from legacy IT research streams.

Develop a global certification program for B2B marketing professionals based on the SiriusDecisions framework.

The foundation for this is already owned, as Forrester Research, Inc. acquired SiriusDecisions for $245M in November 2018. The company is focused on driving growth across all lines of business in 2025. Developing a global certification program leverages this acquired intellectual property into a new revenue stream, potentially targeting the 73% of contract value that was already in multi-year contracts as of Q1 2025.

Enter the academic market by licensing research data to universities, a completely different client segment.

This targets a new buyer segment entirely. The current business model relies heavily on enterprise clients, as evidenced by the focus on increasing retention rates and driving growth across existing and new accounts. Licensing data directly to universities represents a new, volume-based revenue stream, separate from the core advisory services.

Establish a joint venture in a new emerging market, like Vietnam, to offer localized, low-cost market entry consulting.

Geographic expansion into an emerging market like Vietnam is pure diversification. The search results indicate Forrester Research, Inc. has operations or tracking in the Americas (US, Canada, Mexico, Brazil, Chile) and Europe. Entering a new region requires establishing entirely new sales channels and local expertise, which a joint venture structure helps de-risk. This contrasts with the existing focus on stabilizing the core research, consulting, and events businesses.

• Full-year 2025 adjusted operating margin is projected between 8% and 9%.
• Q3 2025 GAAP net loss was $2.1 million.
• Q1 2025 free cash flow reached $26.1 million.

Finance: draft 13-week cash view by Friday.