Size Matters When It Comes To Analyst Reports

Analyst reports dominate the buying journey; in Forrester’s Buyers’ Journey Survey, 2025, they rank as the first or second most meaningful or influential content asset. Analyst impact grows with the size of the organization: Enterprise buyers are up to 10 percentage points more likely than their peers at very small businesses to say that analyst reports are meaningful in the discover, evaluate, or commit stages. Smaller businesses face tighter budgets, so vendors should invest in analyst report reprint rights to make these assets accessible when their brand is under consideration. By doing so, vendors can strengthen trust and influence purchase decisions across businesses of all sizes.