Best Practice Report

AR’s Support For Category Creation: Five Paths To Success

August 1st, 2022
With contributors:
Kevin Lucas , Caroline Robertson , David Morrison , Ellen Lind


To succeed in creating a category, AR and its executives may need to get comfortable with being uncomfortable. “AR’s Support For Category Creation: Risks And Rewards” explains the motivations for, value of, risks of, and obstacles to creating a category. This report, the second in a two-part series, explores five common methods AR professionals use to best support the category creation process, which for many vendors culminates in an analyst evaluation or market-sizing research. Some techniques require AR to step outside its comfort zone, embracing tactics that would seem absurd in other circumstances.

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