I’ve been away from the office for most of August, letting news build up, so I missed the acquisition of Jupiter by Forrester at the end of July. There’s plenty of comment out there from the market perspective – SageCircle’s is one of the best. But, as enterprises return to work, maybe I can help you catch up too!
For a start, this is something of a reversal of fortunes. A decade or so ago, prior to Forrester’s acquisition of Giga, Forrester were moving into coverage of the emerging world of online business. The enterprise I worked for closed down a contract with them because we judged they were falling between two stools. They didn’t have sufficient IT coverage (till Giga filled in the gaps). And consumer data was available from our marketing support services – such as Jupiter. So Forrester came some way second to Jupiter. Now, they’ve acquired them.
I’ve never been a Jupiter user, so I can’t comment from the Jupiter users’ perspective. But read David Schatsky, Jupiter’s President. His blog isn’t just the usual “gosh we’re excited” senior executive stuff. He talks about Jupiter’s “grudging admiration” for Forrester, their disagreements over past forecasts, and the recognised strengths of a competitor. So, when he does say he’s excited, you can believe it.
I’ve been a technology-side user of Forrester rather than a marketing-side user. But I know enough about the two firms to believe that this combination does make sense, and George Colony will make it work. Forrester’s integration of Giga, some years ago, was no doubt tough but Forrester adopted many of Giga’s working practices – the ones that the clients valued most. Expect the same approach.
So both Forrester and Jupiter clients will see some changes. Now’s the time to start the conversation with your sales executive, and let Forrester know which aspects of either offering you value.
If you’re a Forrester user on the technology side, it likely won’t make a great deal of difference. But on the market research side (Jupter will join Forrester’s Marketing & Strategy Client Group) George Colony clearly expects Jupter to deepen Forrester’s capability and add some new directions. If you’re a Jupiter user, and you need help understanding how Forrester work, get in touch!
I haven’t had chance to talk to Forrester yet; I’m back at work on a Bank holiday, so there’s nobody there in the UK office. Watch for an update posting when I have chance to do so!
• Forrester Acquires JupiterResearch, Forrester Press Release, 31 Jul 2008
• Forrester Buys Jupiter, blog, David Schatsky,31 Jul 2008
• Forrester buying Jupiter – smart, but not a big deal, SageCircle, 3 Aug 2008
• Forrester acquires JupiterResearch, Analyst Perspectives, 5 Aug 2008