Is Forrester Wave report a trustworthy source for evaluating vendors? Feels like a lot of their recommendations come with purse strings backing them...

likesmarthelpful
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100% pay to play in wave surveys. Additionally, if you don’t agree with/conform to their beliefs/vision, you’ll get knocked. Finally, their Waves are very silo’d - who wants a Paid Search only company? And if you are a company who does Paid search, uncoupling that from say programmatic or social in planning, execution, etc. is nonsense (or at least not my view of the future). But it does drive leads and people believe it even when leading players aren’t included.

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Knowing the folks who put it together. Take with a giant grain of salt... keep on mind that the information is mostly self reported and forester has little to no ability to audit

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I like them. They also like me, but we don't pay for that.

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They are extremely thorough. I doubt that they allow money to sway their expertise based on my experience with them.

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