Forrester Research, Inc. (FORR): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el panorama dinámico de la investigación y las ideas de la tecnología, Forrester Research, Inc. se destaca como un faro de inteligencia estratégica, transformando la dinámica compleja del mercado en un conocimiento procesable para las empresas globales. Al diseccionar meticulosamente las tendencias tecnológicas y la entrega de perspectivas analíticas afiladas, Forrester ha tallado un nicho único para ayudar a las empresas a navegar por el intrincado viaje de transformación digital. Su lienzo de modelo de negocio integral revela un sofisticado ecosistema de investigación, consultoría y servicios de asesoramiento estratégico que capacita a los líderes, ejecutivos e inversores de tecnología con inteligencia de mercado incomparable e ideas de pensamiento a futuro.

Forrester Research, Inc. (FORR) - Modelo de negocios: asociaciones clave

Proveedores de tecnología y compañías de software empresarial

Forrester Research mantiene asociaciones estratégicas con proveedores de tecnología clave:

Pareja	Enfoque de asociación	Año establecido
Microsoft	Investigación de software empresarial	2018
Salesforce	CRM y ideas de transformación digital	2019
IBM	Investigación de computación en la nube e IA	2017

Empresas de investigación y consultoría

Las asociaciones de investigación colaborativa incluyen:

• Grupo de Gartner
• IDC (International Data Corporation)
• McKinsey & Compañía

Instituciones académicas y grupos de expertos

Forrester colabora con centros de investigación académicos:

Institución	Dominio de la investigación	Colaboración desde
MIT Sloan School of Management	Investigación de transformación digital	2016
Universidad de Stanford	Estudios de innovación tecnológica	2017

Socios de gestión de eventos y marketing digital

Socios clave de marketing digital y colaboración de eventos:

• Bizzabo
• Cvent
• Hubspot

Analítica de datos y colaboradores de investigación de mercado

Datos estratégicos y asociaciones de investigación de mercado:

Pareja	Tipo de colaboración	Valor de asociación
Nielsen	Insights del consumidor	Colaboración anual de $ 2.5 millones
Kantar	Datos de investigación de mercado	Asociación anual de $ 1.8 millones

Forrester Research, Inc. (FORR) - Modelo de negocio: actividades clave

Realización de tecnología e investigación de mercado

Presupuesto de investigación anual: $ 42.3 millones (2023 año fiscal)

Categoría de investigación	Cobertura anual	Informes de investigación
Mercados tecnológicos	375 segmentos tecnológicos distintos	1.200 informes de investigación
Transformación digital	245 áreas de investigación	850 documentos analíticos

Producción de informes de analistas e ideas

Total de investigación publicada Insights: 2.050 informes en 2023

• Informes de estrategia digital: 685
• Análisis de tendencias tecnológicas: 540
• Investigación específica de la industria: 425
• Informes de experiencia del cliente: 400

Alojamiento de conferencias y seminarios web

Tipo de evento	Eventos anuales	Asistentes totales
Conferencias tecnológicas	12 conferencias principales	8.750 participantes
Seminarios web de transformación digital	48 seminarios web trimestrales	35,600 asistentes en línea

Proporcionar servicios de consultoría a empresas

Ingresos de consultoría: $ 87.6 millones (2023)

• Servicios de asesoramiento estratégico: $ 42.3 millones
• Consultoría de transformación digital: $ 31.2 millones
• Soporte de implementación de tecnología: $ 14.1 millones

Desarrollo de metodologías de investigación patentadas

Inversión de metodología de investigación: $ 18.7 millones (2023)

Tipo de metodología	Costo de desarrollo	Marcos únicos
Evaluación tecnológica	$ 6.2 millones	17 marcos patentados
Marcos de estrategia digital	$ 5.9 millones	12 metodologías únicas
Técnicas de investigación de mercado	$ 6.6 millones	22 enfoques especializados

Forrester Research, Inc. (FORR) - Modelo de negocios: recursos clave

Analistas de la industria y expertos en investigación

A partir de 2024, Forrester Research emplea a aproximadamente 382 profesionales de la investigación. La fuerza laboral de la compañía incluye:

Categoría de investigación	Número de expertos
Analistas senior	124
Analistas principales	87
Asociados de investigación	171

Base de datos de investigación extensa y marcos patentados

Forrester mantiene un repositorio de investigación integral con:

• Más de 285,000 documentos de investigación únicos
• 12.500 informes de investigación activa
• Marcos de investigación propietario que cubren 15 dominios de tecnología y negocios distintos

Plataformas de publicación y distribución digital

La infraestructura digital incluye:

Métrica de plataforma	Especificación
Plataformas de investigación digital	3 plataformas principales
Publicaciones anuales de informe digital	2.400 informes
Puntos de acceso digital global	187 países

Fuerte reputación de la marca en la investigación tecnológica

Métricas de valoración de la marca:

• Puntaje de reconocimiento del mercado: 94/100
• Tasa de retención del cliente: 87%
• Base de clientes globales: 2,150 organizaciones empresariales

Herramientas avanzadas de recopilación y análisis de datos

Detalles de la infraestructura tecnológica:

Categoría de tecnología	Especificación
Plataformas de análisis de datos	7 sistemas patentados
Capacidad de procesamiento de datos anual	3.2 petabytes
Modelos de aprendizaje automático	42 modelos predictivos activos

Forrester Research, Inc. (FORR) - Modelo de negocio: propuestas de valor

Ideas procesables para la tecnología y la estrategia comercial

Forrester Research proporciona información estratégica con las siguientes métricas clave:

Categoría de investigación	Cobertura anual	Ideas únicas
Estrategia tecnológica	Más de 350 informes de investigación	Más de 2,500 recomendaciones desarrolladas por el analista
Transformación digital	Más de 250 análisis estratégicos	Más de 1.800 recomendaciones de tecnología empresarial

Investigación de mercado independiente y objetiva

La metodología de investigación de Forrester incluye:

• Más de 120 analistas de investigación independientes
• $ 480.7 millones de ingresos de investigación anuales (2023)
• 5,200+ clientes corporativos a nivel mundial

Análisis integral de tendencias de la industria

Sector industrial	Informes anuales	Cobertura del mercado
Tecnología	175 informes	Mercados empresariales globales
Negocio digital	125 informes	Transformación entre la industria

Apoyo para la toma de decisiones para líderes empresariales

Forrester proporciona apoyo estratégico a través de:

• Servicios de asesoramiento ejecutivo
• Marcos de investigación personalizados
• Sesiones estratégicas trimestrales
• $ 152.4 millones de ingresos por consultoría (2023)

Investigación de vanguardia en sectores de tecnología múltiple

Dominio tecnológico	Enfoque de investigación	Ideas anuales
AI/Aprendizaje automático	Estrategias empresariales de IA	75 informes especializados
Ciberseguridad	Gestión de riesgos	90 análisis integrales
Computación en la nube	Infraestructura digital	85 Evaluaciones estratégicas

Forrester Research, Inc. (FORR) - Modelo de negocios: relaciones con los clientes

Servicios de investigación basados ​​en suscripción

Forrester ofrece modelos de suscripción de investigación escalonadas con la siguiente estructura de precios:

Nivel de suscripción	Precio anual	Características clave
Investigación básica	$5,995	Acceso de investigación limitado
Investigación profesional	$12,495	Biblioteca de investigación completa
Investigación empresarial	$24,995	Suite de investigación completa, acceso múltiple de usuario

Invocaciones de asesoramiento y consultoría personalizados

Forrester ofrece servicios de consultoría personalizados con los siguientes tipos de participación:

• Servicios de asesoramiento estratégico
• Consultoría de transformación de tecnología
• Proyectos de investigación personalizados

Servicio de consultoría	Costo promedio del proyecto	Duración
Aviso estratégico	$75,000 - $250,000	3-6 meses
Transformación tecnológica	$150,000 - $500,000	6-12 meses

Plataformas de investigación interactivas

Estadísticas de plataforma de investigación digital:

• Plataformas de investigación digital totales: 4
• Usuarios activos mensuales: 12,500
• Informes de investigación publicados anualmente: 1.200

Consulta de analista directo

Modelo de precios de consulta de analistas:

Tipo de consulta	Duración	Precio
Consulta estándar	30 minutos	$1,500
Consulta extendida	60 minutos	$2,750

Conferencias anuales y eventos de redes

Estadísticas de participación de eventos:

• Conferencias anuales celebradas: 3
• Asistentes totales de la conferencia en 2023: 4.200
• Mezcla de eventos virtual y en persona: 60% en persona, 40% virtual

Tipo de conferencia	Precio del boleto	Asistencia típica
Foro de liderazgo tecnológico	$2,995	1.500 asistentes
Cumbre de experiencia del cliente	$2,495	1.200 asistentes

Forrester Research, Inc. (FORR) - Modelo de negocios: canales

Portal de investigación en línea

Forrester Research opera una plataforma digital integral con más de 250,000 suscriptores activos a partir de 2023. Los precios anuales de suscripción digital varían de $ 2,995 a $ 12,995 por usuario.

Característica de portal	Métrico
Informes de investigación totales	15,000+
Visitantes únicos mensuales	85,000
Tiempo de descarga del informe promedio	12 minutos

Publicaciones e informes digitales

Forrester produce aproximadamente 1,800 informes de investigación anualmente en los sectores de tecnología, experiencia del cliente y transformación digital.

• Longitud promedio del informe: 20-35 páginas
• Precios de informes: $ 495 - $ 1,495 por documento
• Distribución del formato digital: 98%

Seminarios web y eventos virtuales

Forrester alberga más de 120 seminarios web anualmente con una asistencia promedio de 2,500 participantes por evento.

Tipo de evento	Recuento anual	Participantes promedio
Seminarios web públicos	85	1,800
Seminarios web corporativos privados	35	3,200

Equipo de ventas directas

Forrester mantiene una fuerza de ventas global de 180 profesionales de ventas dedicados en las regiones de América del Norte, Europa y Asia-Pacífico.

• Cuota promedio del equipo de ventas: $ 1.2 millones por representante
• Tasa de conversión de cliente empresarial: 22%
• Valor promedio del contrato del cliente: $ 75,000

Redes de socios estratégicos

Forrester colabora con más de 450 tecnología y socios de consultoría en todo el mundo.

Categoría de socio	Número de socios
Proveedores de tecnología	275
Empresas consultoras	125
Instituciones académicas	50

Forrester Research, Inc. (FORR) - Modelo de negocio: segmentos de clientes

Departamentos de tecnología empresarial de grandes

La investigación de Forrester se dirige a los departamentos de tecnología en empresas con ingresos anuales de $ 1 mil millones+ en varias industrias.

Característica de segmento	Datos estadísticos
Mercado total direccionable	2.500 empresas globales
Gasto de tecnología anual promedio	$ 250 millones por empresa
Presupuesto de toma de decisiones tecnológicas	$ 75 millones por empresa

Ejecutivos de nivel C

Los servicios de investigación de Forrester se dirigen a profesionales de C-suite en roles tecnológicos y de liderazgo empresarial.

• Directores de información (CIO)
• Directores de tecnología (CTO)
• Directores de Digital (CDO)
• Directores ejecutivos (CEO)

Segmento ejecutivo	Penetración del mercado
Fortune 500 CIO	Tasa de suscripción del 82%
Líderes de tecnología Global 2000	67% de consumo de investigación

TI de la toma de decisiones

Forrester se centra en los profesionales de TI de nivel medio a senior responsables de la estrategia y la implementación tecnológica.

Segmento Profile	Métricas cuantitativas
Profesionales de TI totales direccionables	175,000 tomadores de decisiones globales
Presupuesto de investigación promedio por profesional	$ 12,500 anualmente

Líderes de transformación digital

Segmento especializado centrado en profesionales que impulsan la innovación digital organizacional.

• Ejecutivos de estrategia digital
• Directores de innovación
• Gerentes de programas de transformación

Segmento de transformación	Datos de mercado
Líderes de transformación digital global	45,000 profesionales
Inversión de investigación promedio	$ 18,000 por profesional

Inversores de tecnología y estrategas

El segmento incluye capitalistas de riesgo, analistas de inversiones y consultores estratégicos.

Categoría de inversionista	Ideas cuantitativas
Firmas de capital de riesgo de tecnología	1.200 empresas globales
Presupuesto de investigación de inversiones	$ 35,000 por empresa anualmente

Forrester Research, Inc. (FORR) - Modelo de negocio: Estructura de costos

SALARIOS DEL PERSONA DE INVESTIGA

A partir de 2023 informes financieros, los gastos de compensación y beneficios de los empleados de Forrester Research fueron de $ 235.4 millones.

Categoría de empleado	Costo anual aproximado
Analistas senior	$180,000 - $250,000
Investigadores de nivel medio	$120,000 - $165,000
Investigadores de nivel de entrada	$85,000 - $110,000

Infraestructura tecnológica

Los gastos de tecnología e infraestructura de Forrester para 2023 fueron de aproximadamente $ 42.7 millones.

• Infraestructura de computación en la nube: $ 18.5 millones
• Sistemas de almacenamiento y gestión de datos: $ 12.3 millones
• Plataformas y herramientas de investigación: $ 11.9 millones

Desarrollo y producción de contenido

La creación de contenido y los costos de producción de investigación para 2023 totalizaron $ 54.6 millones.

Tipo de contenido	Costo de producción anual
Informes de investigación	$ 29.4 millones
Contenido digital	$ 15.2 millones
Bases de datos de investigación patentadas	$ 10 millones

Gastos de marketing y ventas

Los gastos de marketing y ventas para 2023 fueron de $ 87.3 millones.

• Marketing digital: $ 22.6 millones
• Compensación del equipo de ventas: $ 41.7 millones
• Marketing de conferencias y eventos: $ 23 millones

Costos de gestión de conferencias y eventos

Los gastos relacionados con el evento para 2023 ascendieron a $ 23 millones.

Tipo de evento	Costo anual
Foros de tecnología	$ 12.5 millones
Conferencias virtuales	$ 6.2 millones
Mesas redondas ejecutivas	$ 4.3 millones

Forrester Research, Inc. (FORR) - Modelo de negocios: flujos de ingresos

Servicios anuales de suscripción de investigación

Ingresos anuales de suscripción de investigación de Forrester para 2023: $ 413.7 millones

Nivel de suscripción	Rango de precios anual
Acceso básico a la investigación	$5,000 - $15,000
Acceso a la investigación premium	$15,000 - $50,000
Acceso a la investigación empresarial	$50,000 - $250,000

Proyectos de investigación personalizados

Ingresos del proyecto de investigación personalizada para 2023: $ 127.6 millones

• Valor promedio del proyecto: $ 75,000
• Número de proyectos personalizados completados en 2023: 1,700
• Las principales industrias atendieron: tecnología, servicios financieros, atención médica

Servicios de consultoría y asesoramiento

Ingresos de servicios de consultoría para 2023: $ 89.4 millones

Tipo de servicio	Costo promedio de compromiso
Aviso estratégico	$150,000 - $500,000
Consultoría de transformación digital	$200,000 - $750,000
Aviso de implementación de tecnología	$100,000 - $350,000

Venta de entradas de conferencia y eventos

Ingresos para eventos para 2023: $ 22.3 millones

• Número de conferencias celebradas: 12
• Precio promedio de boletos de la conferencia: $ 1,850
• Asistentes totales de la conferencia en 2023: 6.200

Informes de investigación sindicados

Ingresos del informe de investigación sindicado para 2023: $ 48.2 millones

Categoría de informes	Precio de informe promedio
Tendencias tecnológicas	$3,500
Panorama del mercado	$4,200
Análisis de la industria	$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.