Overall: Forrester is a global research and advisory firm. We have a major presence in North America, Europe, Asia Pac, South America and we have analysts on the ground to support clients. If someone asks what the blue dots represent:The blue filled in represents where we have research teams on the ground and/or collect consumer, business, and workforce data.
To summarize, if you are in marketing, technology is your nightmare …. And if you are in technology, 3 guys in a basement can upend your company. As Steve Jobs shows here, Forrester’s unique value is that we help you make better decisions in a world where technology is radically changing your customers. And when we say customers, we’re looking at changes in behavior of end consumers, business buyers, and your internal customers, and we’re the only firm that focuses on each of those pillars. As a global research and advisory firm, we understand how customers are changing by asking consumers, by surveying business, by listening to client questions, and by understanding the capabilities of technologies vendors. It’s that combination that enables us to see change. So we help you understand major trends and apply those trends to your job and your clients, delivering content to help make leaders in their industry successful. The OMC and Forrester partnership includes access to all of our content, all of our analysts.
To explain the importance of getting the RIGHT research and data tell this story about the mongoose on Maui: Condense this at will but do NOT forget to reference that this story comes from the book “Truth, Lies, and Advertising” by Jon Steel. Almost every agency person has read this book and if they are at OMC or WPP, they may have it on their shelves.Most of the mammals on Maui, and Hawaii in general, are not native. They were introduced for a variety of reasons, and I've frankly never seen so many feral species in one place. One particular alien species I wanted to check out was the Indian Mongoose. As in Kipling's Jungle Book character Rikki-Tikki-Tavi, the devil-eyed cunning critter is famous for taking on venomous snakes like king cobras. But that's not why the ferret-like mongooses are sometimes referred to as the most dangerous animal in the world. That illustrious title was earned when it became clear that the mongoose is unparalleled when it comes destroying native species. A fact that Hawaiians learned the hard way.So why, you might ask, would the mongoose be purposefully introduced to the Hawaiian Islands, the endangered species capital of the world? And by that, I'm referring to the fact that Hawaii has more endangered species per square mile than anywhere else on the planet. The answer is simple. The story of how the Mongoose got to Hawaii is a familiar one of greed.Greed and rats. Way back in 1872, some Jamaican sugar planter got this great idea to introduce the mongoose in order to keep his rat problem under control. W.B. Espeut got the idea that Indian mongooses might take care of the rat problem in Jamaica if turned loose in the sugar cane fields there. So he sailed across the ocean to Calcutta on a ship called the Merchantman, captured four male and five female mongooses (one pregnant) and brought them back across the ocean to Jamaica.Twenty years later, in a journal article, Espeut gave the mongooses rave reviews. Besides killing rats, he wrote, "snakes, lizards, crabs, toads and the grubs of many beetles and caterpillars have been destroyed.“Espeut was so successful, he created a new Jamaican export: more mongooses! When the article reached the sugar cane plantations of Hawaii, the farmers saw an answer to all their rat problems. So despite some dissent, the Hawaiian farmers ordered 72 mongooses from the Jamaicans in 1883. The mongooses were raised on the Big Island and spread amongst the islands. Little did they know...Lana'i and Kaua'i remained mongoose-free, but on the other islands, the introduction of the Indian Mongoose has been a disaster of epic proportions. Mongooses do kill rats, but not the numbers needed to justify their use. Unlike the nocturnal rats, the mongoose is active during the day. So instead of ridding the islands of rats, the mongooses have found many other things to eat instead. Their diet is surprisingly varied. In fact, it appears there's very few things that a mongoose won't eat.The Indian Mongoose has no natural predators in the Hawaiian Islands and so they have to be controlled using poisoning and trapping. They carry several nasty diseases including rabies and leptospirosis.Nowadays, mongoose rule every Hawaiian island except Lana'i and Kaua'i, and even there it may only be a matter of time. Recently, mongoose have been sighted on Kaua'i. Almost all the mongooses on the Hawaiian Islands today are descended from those nine original ones brought over by W.B. Espeut from Calcutta.Mongooses love eggs (Shane prefers the term "potential birds"). They throw eggs against rocks to break them open and then eat them. The mongooses have preyed on not just the eggs though, but also fledgling and adult native Hawaiian birds, not to mention endangered sea turtle eggs and hatchlings.One case that seems to have truly horrified the Hawaiians is that the mongooses like to snack on the Hawaiian State Bird, the Nene, or Hawaiian Goose.Moral of the story: the Hawaiians thought they had all the right research, THEY FORGOT TO ASK THE RIGHT QUESTION AND DO THE RIGHT RESEARCH. THEY FORGOT TO ASK IF THE MONGOOSE WAS NOCTURNAL. You can get research and data anywhere and many places will give it to you at no cost. There is a reason it is free….and is it the right data? The right research?
Forrester is NOT a web site. It takes analysts 2-3 months to research for reports and ultimately what gets published is only “the tip of the iceberg.” Analysts have a whole wealth of knowledge to share that may not end up in any of their reports. A good rule of thumb is “10% of what our analysts know and are researching, actually gets published on the site—TALK TO THEM”
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Appendix-We write about relevant scenarios that happen to agencies. Please refer to Jonathan Browne’s “ Mistakes To Avoid When Hiring An Interactive Design Agency” (This can be used as a takeaway or follow up from the meeting). We are talking to and working with CMOs and marketers and we are doing the same with agencies…We don’t want you wasting your time and resources and we don’t want them frustrated with you. You know better than most, that even in MBA programs with marketing concentrations, not one course is offered on ‘managing agency relationships’.
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Omnicom and Forrester ResearchCollaborating for the Success of your ClientsDorothy M. JohnsonKelly DoyleMeghan Barrett
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