Forrester

We help business and technology leaders use customer obsession to accelerate growth and be bold at work.

Strategy Consulting
★★★★☆ 4.3
1983 Founded
1001-5000 Employees
1900+ Customers
Cambridge, MA, USA Headquarters
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Quick Facts

Website
forrester.com →
Starting Price
unknown
Pricing Model
custom
Company Type
public
Social
LinkedIn Twitter/X

About Forrester

Forrester Research, Inc. is one of the world’s most influential research and advisory firms, known for helping business and technology leaders use customer obsession to accelerate growth. Founded in 1983 by George F. Colony and headquartered in Cambridge, Massachusetts, Forrester combines syndicated research, data, consulting, and events to give executives a clear view of what’s now and what’s next. Its analysts and consultants work across technology, customer experience, digital business, B2B and B2C marketing, sales, and product management to guide organizations through transformation.

The company’s offerings span research subscriptions such as the Forrester Decisions portfolio, proprietary tools and frameworks, benchmarking and indices (including the CX Index and Brand Experience Index), and hands-on consulting services. Forrester Decisions services pair bold-vision research and curated tools with guidance sessions from analysts, while Forrester’s strategy consulting teams help clients translate that insight into executable roadmaps. Forrester’s genAI assistant, Izola, is embedded into its digital client experience to surface trusted answers drawn from its research library.

Forrester serves more than 1,900 client companies worldwide and counts a large share of the Fortune 100 among its customers. Its clients span industries such as software and technology, financial services, telecommunications, retail, transportation and logistics, healthcare, government, and professional services. The firm emphasizes a “customer-obsessed” operating model, helping organizations put customers at the center of their leadership, strategy, and operations.

Market-wise, Forrester occupies a unique position at the intersection of technology research, customer experience expertise, and strategy consulting. It competes with other analyst firms and global consultancies but differentiates itself through its deep proprietary research, role-based Forrester Decisions services, and long-standing frameworks like The Forrester Wave evaluations, CX Index, and B2B Revenue Waterfall. This combination of research, data, and consulting makes Forrester a strategic partner for organizations seeking to navigate disruption, modernize technology, and build customer-obsessed cultures.

Key Features

Customer-obsessed research and advisory services spanning technology, customer experience, digital, marketing, sales, and product domains.

Strategy consulting for IT and technology leaders, including digital transformation roadmaps, tech-stack modernization, and security and privacy strategy.

Customer experience (CX) strategy consulting to define CX vision, map journeys, design holistic digital experiences, and build CX measurement frameworks.

B2B marketing consulting to drive integrated marketing transformations, audience-centric messaging, and demand and account-based marketing programs.

B2B sales consulting to optimize sales organization design, incentive planning, and buyer-aligned sales processes that improve conversion and renewal rates.

Product management consulting to align product portfolios with customer needs, assess product strategy, and implement value-based pricing and go-to-market plans.

Forrester Decisions role-based subscription services that bundle research, data, tools, and analyst guidance for specific leadership roles and functions.

Bold vision research covering customer insights, market trends and predictions, technology landscapes, and service provider evaluations such as The Forrester Wave.

Curated tools, frameworks, and templates including maturity models, operating models, and methodologies like the B2B Revenue Waterfall and CX Management Maturity Model.

Hands-on guidance sessions with Forrester experts to apply research, benchmarks, and frameworks to client-specific priorities and initiatives.

Benchmarks and assessments that measure current state and future fitness, including customer experience indices, technology benchmarks, and organizational maturity models.

Izola, a generative AI assistant embedded in the Forrester Decisions digital experience, which synthesizes Forrester research into concise answers to client questions.

Global events, summits, workshops, and executive programs that extend strategy work through peer networking, training, and deep-dive sessions.

Pros & Cons

👍 Pros

  • High-quality, current research and insights across a wide range of technology and business topics, frequently cited as accurate and up to date.
  • Strong reputation as a world-class research and advisory firm with credible, objective analysts and methodologies.
  • User-friendly web platform that makes it easy to search, access, and consume reports, ratings, and evaluations.
  • Actionable frameworks, models, and best-practice guidance that help organizations translate research into effective strategies.
  • Breadth of coverage, including technology trends, DevOps and security topics, CX and marketing, which helps stakeholders across functions make aligned decisions.
  • Perceived authenticity and trustworthiness of Forrester's evaluations and opinions compared with vendor marketing claims.

👎 Cons

  • Pricing is considered high compared with some alternative sources of market research, making it a significant investment for smaller organizations.
  • Some reviewers would like even deeper detail or more prescriptive recommendations in certain reports and summaries.
  • Coverage of very niche or emerging trends can feel limited or slower to evolve for some specialized use cases.

User Reviews

G2
4.3
★★★★☆
Capterra
unknown
☆☆☆☆☆
TrustRadius
unknown
☆☆☆☆☆

Integrations

Not applicable

Best For

Company Size

smb mid-market enterprise

Industries

Software and Technology Financial Services and Banking Telecommunications Retail and Consumer Goods Healthcare and Life Sciences Government and Public Sector

Use Cases

Customer experience strategy and CX transformation programs Enterprise and IT digital transformation and technology roadmapping B2B marketing strategy, demand generation, and account-based marketing B2B sales strategy, buyer-aligned selling, and sales enablement Product strategy, portfolio management, and value-based pricing Data, AI, and analytics strategy and governance

FAQ

What is Forrester?

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Forrester is a global research and advisory firm that combines independent research, data, consulting, and events to help business and technology leaders become customer-obsessed and drive growth. Its services include role-based Forrester Decisions research subscriptions, strategy consulting across technology, CX, marketing, sales, product, and data/AI, and flagship events and indices such as the CX Index and The Forrester Wave.

How much does Forrester cost?

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Forrester does not publish list pricing for its Forrester Decisions subscriptions or strategy consulting services. Pricing is typically custom and based on factors such as the number and type of licenses, regions and business units covered, and the scope of any consulting engagements. Contracts are usually annual, and enterprise agreements can represent a significant strategic investment, so prospective clients should contact Forrester directly for a tailored quote.

What are the main features of Forrester?

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Forrester's main features include extensive proprietary research and forecasts, role-based Forrester Decisions services, technology and service provider evaluations like The Forrester Wave, customer experience and brand indices, strategic frameworks and maturity models, benchmarks and assessments, hands-on analyst guidance, strategy consulting projects, and global events and training. Its Izola genAI assistant is integrated into the digital experience to surface relevant research quickly for licensed clients.

Who are Forrester's main competitors?

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Forrester's primary competitors include other analyst and advisory firms such as Gartner and IDC, as well as global strategy consulting firms like McKinsey & Company, Boston Consulting Group (BCG), Bain & Company, and Deloitte. In specific domains like customer experience or digital transformation, it may also compete with specialized consultancies and boutique agencies.

Is Forrester good for small businesses?

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Forrester can deliver value to smaller organizations that are making high-stakes technology, CX, or go-to-market decisions and are prepared to invest in premium research and consulting. However, its pricing and annual-contract model are generally oriented toward mid-market and enterprise buyers. Very small or early-stage companies with limited budgets may find lighter-weight tools, lower-cost research providers, or targeted point-solution consultancies more practical.

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