The Forrester New Wave Methodology
The Forrester New Wave™ is a guide for buyers considering their purchasing options in an emerging technology marketplace and is based on our analysis and opinion. To offer an equitable process for all participants, Forrester follows a publicly available methodology, which we apply consistently across all participating vendors. Sometimes, vendors decide not to participate in the formal Forrester New Wave evaluation process. In these instances, Forrester will evaluate the vendor according to The Forrester Wave And The Forrester New Wave™ Vendor Participation Policy.
The Forrester New Wave uses a transparent methodology to compare the players in an emerging software, hardware, or services market so our clients can make well-informed purchasing decisions. The Forrester New Wave offers our analysis of vendors’ products and services, based on transparent criteria. We evaluate products that are generally available no later than the time of the Wave questionnaire due date.
In order to treat all vendors equally, a Forrester analyst will decline client engagement (e.g., inquiries, advisory, etc.) if the client is a vendor that the analyst is currently evaluating in a Wave, and if the engagement pertains to the same market.
Participants In The Forrester New Wave Process
A Forrester New Wave builds upon the participation of four key players:
- Analyst. The analyst is the content expert for the research. The analyst determines the inclusion criteria, the evaluation criteria, and the scoring framework, based on our methodology, and couples that with his or her knowledge of the marketplace and the needs of our clients.
- Research director. The research director (RD) works closely with the analyst to develop the inclusion criteria, evaluation criteria, and scoring framework. The RD also reviews all scores and the vendor writeups.
- Project manager. The project manager (PM) is responsible for creating and maintaining the project schedule and serves as the main Forrester contact for the vendors. This person may also participate in customer reference calls.
- Vendor response team: Forrester relies on this team’s participation to provide feedback on the evaluation criteria, identify candidates for customer interviews, provide demos and briefings, and collect and verify the product and company information used in the evaluation.
- Customer references: Forrester asks each vendor participant to provide customer references. Our research team contacts each of the references to schedule a brief call or complete a brief survey. Forrester asks the customers questions based on their experience with the service or product we are evaluating. We do not list or name customer references in the published materials unless this is specifically agreed upon prior to publication. While the Wave is in progress, Forrester views any vendor attempts to speak with references about their responses or ask them to revise their responses after a Wave interview as a violation of the Wave methodology. This may result in the vendor forfeiting part or all of the vendor review process.
THE FORRESTER NEW WAVE PROCESS ROAD MAP: HOW DOES THE NEW WAVE WORK?
Pre-Wave Planning And Kickoff
In preparation for the evaluation, the research team:
- Researches the category and define the scope. As part of the research, the analyst defines the scope of the category and identify the vendors in the space. Forrester reserves the right to remove a vendor from a Forrester New Wave at any point in the process if we find it to be incompatible with the Forrester New Wave objectives.
- Drafts inclusion and evaluation criteria. Based on the scope of the Forrester New Wave, the analyst creates the inclusion criteria that will determine which vendors to include in the evaluation. The analyst also defines the criteria against which we will evaluate the product or service. We intend the criteria to be differentiating rather than exhaustive. We give vendors included in the Forrester New Wave an opportunity to review the evaluation criteria.
- Hosts a vendor kickoff teleconference. The analyst and project manager take vendors through the research process information contained in the email invitation. Specifically, the Forrester team outlines key deliverables and their deadlines and answers vendors’ questions, including questions about specific criteria.
Gathering Evaluation Data
For participating vendors, there are three inputs into a Forrester New Wave evaluation: a questionnaire, a strategy and product demo session, and customer references. During this phase, the Forrester research team:
- Distributes a questionnaire with the evaluation criteria. Forrester creates and distributes to the participating vendors a questionnaire that includes all the evaluation criteria and instructions about the types of information the analyst is looking for.
- Holds executive strategy briefings and demonstrations. The vendors follow the criteria laid out in the questionnaire and, potentially, scenarios developed by Forrester to demonstrate the functionality of each product. During the evaluation, the Forrester team captures detailed notes and may record the presentation. Forrester does not provide a copy of the recording to participating vendors.
- Interviews customer references. Forrester interviews or surveys the reference customers provided by the vendor. If necessary, the analyst also speaks with other customers about the vendor’s product. The goal is to verify the information given by the vendor collected during the briefing and demo session.
Scoring And Reviewing
In this phase, the analyst uses the information gathered during the evaluation to score each vendor. We use those scores to produce the Forrester Wave graphic. We base Forrester Wave scoring on the data gathering process mentioned above, as well as analyst’s experience and expertise in the market. At this stage, participating vendors receive a preview of their Vendor Snapshot. Each vendor has two business days to preview their vendor Snapshot. A vendor Snapshot includes a one-page document which includes our Forrester Take summary and Customer Reference summary, along with the vendor QuickCard. The vendor QuickCard contains our Forrester scores, New Wave positioning on the graphic, and two customer reference quotes.
Forrester gives participating vendors an opportunity to examine their written text in the Vendor Snapshot to identify any factual errors and bring them to our attention. See The Forrester Wave™ And New Wave™ Vendor Review Policy for more detail.
Courtesy Preview And Publication
Prior to publication, Forrester provides a courtesy preview of the Forrester New Wave document to evaluated vendors. This preview period typically occurs five days before publication, and Forrester does not accept any new information or escalation during this time. We consider the content of the Forrester New Wave to be final at this point, although we reserve the right to make corrections until publication.
Changes During The Forrester New Wave Process
- In some cases, a vendor we’re evaluating makes a major change to its offering or strategy during the course of the evaluation. This may include a product announcement, a product enhancement, a merger or acquisition, a brand name change, or a divestiture. To ensure a fair and efficient evaluation process, Forrester presents each company or product as it is publicly represented at the time of the research kickoff.
- Announcements that vendors share with Forrester after kickoff (such as during the briefing or demo) may inform our evaluation or the advice we provide to clients in our text summary of the product. We do not, however, guarantee that we will represent any changes taking place after the kickoff.
- We allow for one exception: If vendor we’re evaluating completes an acquisition or merger with another vendor we’re evaluating, and the public acquisition announcement takes place during the evaluation period but before our courtesy preview, we will note it as a footnote on the Wave graphic. We do not re-evaluate companies based on changes announced during the evaluation period.