Analystanalyst’s Weblog

Who analyzes the analysts? –

I can’t find you.

OK, so I picked a ‘hot topic’.

Unified Communications (Microsoft keep telling me it’s ‘big’).

Imagine I work for a business that is looking at UC and I want to find out who to spend my money with if at all. I want to talk to an expert.

Alternatively I am a vendor who wants to know who to brief on my new product line and possibly spend money with.

So I search on Google for “Unified Communications Analyst

I get (your results may vary) in the following order:

So, are Canalys the best guys to tell me about Unified Communications? Does Jan Dawson really know what he’s talking about (his bio makes me think so, but it’s on the Ovum site…)? Who are Yankee group? What is that CXO Europe page about (is it an ad to draw vendors to advertise)?

I’m confused (and before you ask, I don’t really care about UC, it’s the first thing that came to mind).

Where can I go to get the answers to those questions? Who can help me find an analyst?

If you are an analyst specializing in Unified Communications you should be concerned as I can’t find you.

If you help people find analysts, how do I find you?


April 30, 2008 - Posted by | Uncategorized


  1. If you use Google Germany, you can find me:

    Comment by Philipp | April 30, 2008 | Reply

  2. I gather you want the analysts to rank on the topic themselves, either on research content or blogs, but… You did find references to analysts from Ovum, Yankee, Forrester, Wainhouse and IDC. Certainly, some SEO-oriented thinking could bring the analysts up, but you did find some to check out.

    Comment by Nathan Gilliatt | April 30, 2008 | Reply

  3. Nathan, Philipp – thanks for your comments.

    Regards SEO – my point is maybe not necessarily at Google or getting the analyst to employ some good search marketing, I was maybe misleading. (However, it’s still valid as Philipp proudly points out!)

    Yes, I did find some as Nathan points out, but even then how do I know which one to choose?

    If I was searching for MP3 players, mobile phones, computer games or servers then when I had found some, I could then do some research on review sites or magazines to find out which is most suited to my needs.

    How do I know which of Ovum, Yankee, Forrester, Wainhouse and IDC is best suited to my needs? Who do I ask? How do I ‘check them out’?

    P.S. – Comical link sent to me by a reader – I love this: “Unified Communications is Key to Attracting Tech-savvy Staff (analyst opinion)” – and Datamonitor expect me to pay for this report!!!

    Comment by analystanalyst | April 30, 2008 | Reply

  4. If, hypothetically, this were not a hypothetical, you might ask around in your own company or network. In my former life at big companies that have interests in unified communications, it would have been easy to find people to ask about analysts (marketing, AR, PR, CI types with existing analyst relationships).

    Now I think you’re leading toward a web site with third-party profiles and reviews of analysts and firms. You could call it, um, Analyst Analyst.

    Comment by Nathan Gilliatt | April 30, 2008 | Reply

  5. 😉

    What if hypothetically I am the guy at my organisation who is meant to know but doesn’t?

    A review website – now how would you go about creating something like that?

    I really, genuinely need guidance. I am not hiding what I am trying to achieve here. I need help though to know where to go and how to get there in this venture.

    As per my ‘About’ – I am not in this for the fame or fortune, I see being THE review site for analysts. Populated by end-users, for end-users (whoever they are).

    Comment by analystanalyst | April 30, 2008 | Reply

  6. I know nothing about UC but didn’t happen to run across this recent blog post by David Tebbutt at Freeform Dynamics:

    As for trying to determine who is best suited for your needs, I guess it depends on who and what you have access to. If resources are limited then search, peers, online communities, social networks, and a lot of trial and error will be involved.

    Comment by John | April 30, 2008 | Reply

  7. John – thanks.

    It’s the trial and error I am trying to help people like myself avoid…

    Comment by analystanalyst | April 30, 2008 | Reply

  8. The real culprit here is your Googling skills. Try a more appropriate search string:

    “unified communications” market forecast analysis

    Or use any of the specialized industry research and AR sites/services available.

    Comment by Barbara French | May 1, 2008 | Reply

  9. Barbara, I think you may be missing the point here or I have misrepresented it.

    We could have a lovely long discussion about google search skills, that is not the point, but let’s look at it since you made it.

    In this example I am looking for an analyst , not ‘market forecast analysis’. I am a dumb end user looking to find an analyst who works in this area who I can talk to, hence the search. I would love to see you explain that to a sales manager “Sorry we didn’t get any leads this month, but I think people were searching google in the wrong way” – ludicrous isn’t it?

    Even when I’ve found some, as I did anyway, who do I pick, how do I choose?

    You also mention specialist IR and AR sites/services available – what are they and how do I find them? How do I even know to look for them? You are the editor of Tekrati and therefore are deep inside ‘the business’ so to you it is second nature that they exist and how to find them – step into an ‘outsider’s shoes’ for a short while – that is where I am. This is the reason for the last point in my post: If you help people find analysts, how do I find you?

    Comment by analystanalyst | May 2, 2008 | Reply

  10. this is an interesting post. We looked at unified communications analyst as being either being a job with a:

    technical focus, or
    strategic focus

    We outlined the differences here and, in particular, showed what it means having a unified communication strategy for a micro enterprise using social media…

    So keep on checking up on the analysts 🙂

    Comment by WebUrs | May 2, 2008 | Reply

  11. I like this a lot – taking the “uninitiated” stance and seeing what falls out. Analysts (including me probably) and AR people can no doubt become a bit insular and assume everyone else gets what is the “form”. Before I became an analyst I had little idea what analysts were, I doubt I was in the minority.

    Comment by Jon Collins | May 2, 2008 | Reply

  12. Thanks for clarifying. You’re right; I didn’t get that out of your post at all. I thought you were discussing your ability to find analysts using a search engine like Google.

    Must admit, I haven’t met any dumb end users. Perhaps you’ve explained it — they can’t find me. Mystery solved.

    Comment by Barbara French | May 2, 2008 | Reply

  13. Barbara makes a good point that what you got reflected your search on Google. However, it also reflects the choice to look first on Google. Not every user of analyst firms will do that. In particular, organisations that already subscribe to analyst firms, or who have market intelligence teams, will benefit from some kind of hub that will connect the user with an available source of research.

    Google is often for a sub-set of people – those who don’t have a budget or, because they don’t have a good overview, are not facing a questions with a large value connected to it. Premium-priced analysts won’t want more low-quality inbound leads, so the assumption that all analysts want to be high on Google really should be evaluated.

    Comment by Duncan Chapple | May 14, 2008 | Reply

  14. This is a really interesting post and something I think thats important as there are more and more people who want analyst advice but are currently outside ‘the business’.
    This is something we have been trying to tackle by giving users the tools to comment and rate reports and providing this sort of end-user data through ATA Research. Keep up the good work and hope to hear more opinions on the topic through the blog.

    Comment by malcolm ramsay | May 16, 2008 | Reply

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: