The analyst industry is comprised of the analysts themselves, vendors of technology products, and the end-users of those products.

Analysts and vendors each face challenges, but it is end-users who must navigate the most uncertainty as they choose whom to rely on for advice on the complex technology platforms that undergird their operations. These are high-risk, high-reward decisions, and not the kind to be made without rigorous research and the benefit of multiple perspectives.

But while vendors work with analyst relations (AR) professionals to maximize the value of their relationships with the analysts, end users lack any comparable resource.  They are in need of guidance to help in identifying appropriate analyst firms, negotiating contracts with them, managing the relationships, assessing usage, and, ultimately, determining the actual value they are receiving.