Forrester is the first and last word when any company needs to consider entering into new markets. Forrester research premium services are the fastest way to validate a business case and position new technology services. Forrester is about creating category leadership, and companies depend on Forrester to build a long range view to build entire service platforms and create Capex guidelines.

Business leadership, investors and analysts depend on Forrester to form opinions and roadmaps that extend 3 to 5 years into the future. New services and concepts need material assumptions that lead to monetization. Forrester helps cut through the need for service and leads you to monetization. Forrester will tell you what customers will purchase, trends towards consolidation and category leadership. Forrester will also foreshadow big player activities, so companies will enter into a market knowing who will capture the customers.

The downside, Forrester tends to be limited on quantifiable data. Trends are based on internal opinions and external forces. So Forrester can give guidance like an oracle, but like an oracle, you have to find your own way. When you are considering new lines of business, Forrester should confirm your direction and data, not create it.

Bottom line, use Forrester for your roadmap planning, it is worth the money. Use other research for data when planning ROI.