Forrester Research, Inc. (FORR): ANSOFF MATRIX [Dec-2025 Updated]

You're looking at Forrester Research, Inc.'s game plan as they navigate a tough market, aiming for that $\mathbf{7.5\%}$ to $\mathbf{8.5\%}$ adjusted operating margin in $\mathbf{2025}$ on projected revenue between $\mathbf{\$395}$ million and $\mathbf{\$405}$ million this year. Honestly, the Ansoff Matrix cuts through the noise, giving us a clean map of their strategic bets-from boosting current client retention to exploring entirely new ventures. We've detailed the four core growth levers below, so you can see exactly how they plan to execute on these near-term financial goals.

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.