(FORR) Forrester Research, Inc. ANSOFF Analysis Research |
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Dive Deeper Into the Growth Paths Behind the Analysis
This Forrester Research, Inc. Ansoff Matrix Analysis helps you quickly evaluate growth options—market penetration, market development, product development, and diversification—in a single structured framework; the page includes a real preview of the analysis so you can assess style and substance before buying. Purchase the full version to get the complete, ready-to-use company-specific report for strategy, investment, or planning.
Market Penetration
Direct-sales subscription upsell
Forrester sells Forrester Research, SiriusDecisions Research, and Forrester Decisions through a direct salesforce, so upsell is mainly a renewal game. The play is to lift share in existing enterprise accounts by adding seats and expanding adoption; Forrester still leans on recurring subscription revenue, which made up most of 2024 sales. That makes this a low-cost market-penetration move with faster revenue from current clients.
Consulting-led account expansion
Forrester Research, Inc. uses Consulting to deepen current accounts: maturity assessments, strategy, business cases, vendor selection, and org design keep the same business and tech leaders buying. That lifts wallet share in the core market, since Consulting turns research clients into multi-service accounts with higher spend and stickier renewals.
Conference-driven client retention
Forrester Research, Inc. uses its Events division to drive retention through in-person and virtual conferences on B2B marketing, sales leadership, product leadership, customer experience, cybersecurity, risk management, and analytics. In 2024, Forrester reported about $488 million in revenue, showing how recurring client touchpoints can support the core business.
Repeat attendance keeps clients tied to the brand, deepens trust, and raises renewal odds.
Customer-experience positioning
Forrester Research, Inc. uses customer-experience positioning to deepen market penetration by helping existing clients rank CX fixes with best-practice models, benchmarking, and tech-landscape reviews. That keeps its research tied to day-to-day decisions in mature accounts, where renewal and expansion often hinge on clear ROI from CX spend.
- Focuses on existing CX buyers.
- Uses benchmarks to prove gaps.
- Maps tech tools for faster action.
- Supports renewals and upsells.
Cross-sell across three divisions
Forrester Research, Inc. runs three linked lines: Research, Consulting, and Events. That lets a client start with digital research, then buy advisory work or attend events, so the same account can expand without a new lead. It is a clear market-penetration move because it sells more to existing buyers.
- Three divisions, one customer path
- Research can trigger advisory upsell
- Events add another cross-sell point
This model raises wallet share inside the current base.
Forrester’s Growth Engine: Renewals, Upsells, and Deeper Client Spend
Forrester Research, Inc. grows by selling more to the same enterprise base: Research renewals, Consulting add-ons, and Events all deepen share of wallet. In 2024, revenue was $488.1 million, so the core market play is clear: lift seats, expand services, and keep clients inside the Forrester ecosystem.
| Metric | Data |
|---|---|
| 2024 revenue | $488.1M |
| Penetration lever | Renewals + upsells |
| Core offer | Research, Consulting, Events |
What is included in the product
Detailed Word Document
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Reference Sources
Forrester Research provides authoritative, traceable references that validate Ansoff Matrix growth assumptions across markets and products.
Market Development
Global direct-sales reach
Forrester Research, Inc. uses a direct salesforce to sell into at least 6 major geographies: the United States, Europe, the United Kingdom, Canada, Asia Pacific, and other international markets. That makes this a clear market-development move in the Ansoff Matrix, because Forrester is taking existing research and advisory offerings into new regions without changing the core product.
Online delivery for international access
Forrester Research, Inc. uses online delivery to sell research and advisory content across borders without building local offices. The model fits market development because the same digital product can reach international buyers at low marginal cost, with 24/7 access and faster rollout than physical expansion. It is a scalable way to grow outside the home market using existing assets.
Virtual events for wider attendance
Forrester Research, Inc. uses virtual conferences alongside in-person events, so it can reach attendees in new countries without travel barriers. This supports market development by widening access at lower friction and often lower cost, while preserving the Events division’s core content. Virtual formats also help scale global reach faster than venue-only events.
International consulting delivery
International consulting delivery is a market development move for Forrester Research, Inc.: the same advisory, vendor selection, and organizational design services can be sold across its served regions, widening reach without changing the core offer. In 2025, Forrester reported $484.4 million in revenue, and extending delivery into more client geographies can lift consulting revenue from the same playbook.
- Same services, more regions
- Expands addressable market
- Uses existing delivery expertise
- Supports revenue growth without product change
Global vendor assessment content
Forrester’s vendor assessments fit market development because the same technology and service landscape research can be reused for new regional buyer groups. That matters when suppliers are compared across countries, since a single framework helps local teams read the same evidence in a clear way.
This is a low-friction expansion path: one research asset can support many markets without rebuilding the core analysis. In Ansoff terms, it spreads existing content into new geographies, which can raise reach while keeping the offer consistent.
- Reuses the same vendor scorecard
- Helps cross-border buyer comparisons
- Supports faster regional rollout
Forrester Expands Reach With the Same Offer
Forrester Research, Inc. is using the same research, advisory, consulting, and events offer to reach more countries, which is classic market development in the Ansoff Matrix. In 2025, revenue was $484.4 million, showing the scale of the base it can extend into new geographies.
| 2025 data | Market development signal |
|---|---|
| $484.4M revenue | Same offer, wider reach |
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Product Development
Forrester Decisions subscription suite
Forrester Decisions is Forrester Research, Inc.’s subscription suite for business and technology leaders, so it fits Ansoff’s product development move: more value to current customers, not new markets. In FY2024, Forrester reported $477.9 million in total revenue, and this kind of recurring subscription offer helps protect that base by deepening use and renewal demand.
Benchmarking and operational tools
Forrester Research, Inc. uses benchmarking data, best-practice models, and operational tools to turn research into productized assets, not just reports. These tools give clients direct decision support on metrics, process gaps, and execution steps, which deepens subscription value and raises switching costs. In 2025, that kind of embedded workflow support matters because it moves the offer closer to daily use, not one-off reading.
Vendor assessment modules
Forrester Research, Inc. is deepening product development with vendor assessment modules, bundling technology and service landscape reviews into a distinct analytical offer. This adds a new decision-support layer for existing clients, and it fits Ansoff’s product development path because the market stays the same while the product set expands. The move can lift cross-sell value and subscription depth without needing new customer segments.
Packaged advisory deliverables
Packaged advisory deliverables move Forrester Research, Inc. beyond pure research into repeatable consulting products: business cases, vendor selection, org design, content, and sales tools. This is a "market penetration" play because it monetizes the same enterprise clients with higher-value outputs and faster delivery. As Forrester noted in 2025 filings, consulting remains tied to its core research base.
- Repeatable outputs
- Higher client wallet share
- Current-market fit
Broader conference topic portfolio
Forrester Research, Inc. broadened its conference portfolio across 8 themes: B2B marketing, sales, product leadership, customer experience, cybersecurity, risk management, new technology, and analytics. In Ansoff terms, this is product development for the same client base, adding more specialist event products and more upsell paths. It fits Forrester's 2025 push to deepen wallet share without needing new markets.
- 8 specialized conference themes
- Same audience, wider product mix
- More cross-sell and retention potential
Forrester Grows Wallet Share with Product Development
Forrester Research, Inc. is using product development to deepen sales to the same enterprise base through Forrester Decisions, vendor assessments, and packaged advisory tools. In FY2024, total revenue was $477.9 million, and these recurring offers help lift renewal value and wallet share in 2025.
The company’s 8 conference themes also add new specialist products for current clients, so the market stays the same while the offer expands. That fits Ansoff product development: more use, more upsell, and higher switching costs.
| Item | Data |
|---|---|
| FY2024 revenue | $477.9M |
| Conference themes | 8 |
| Strategy | Product development |
Diversification
Three-division revenue mix
Forrester Research, Inc. runs three lines: Research, Consulting, and Events. That mix brings in subscription fees, project work, and conference revenue, so one weak area does not sink the whole model. It also lowers reliance on any single product type and supports steadier cash flow.
Research to advisory expansion
Forrester Research, Inc. extends beyond reports into consulting, offering maturity assessments, strategy selection, business cases, and organizational design. That adds an adjacent revenue layer to its research base and deepens wallet share with the same buyer. With about 1,500 clients, the company can cross-sell advisory into existing accounts and broaden service demand.
Event themes beyond core research
Forrester Research, Inc.’s event themes in cybersecurity, risk management, new technology, and data analytics widen the Ansoff move beyond core research into adjacent markets. That pulls the brand into live decision forums, not just subscription use. It also raises cross-sell paths because events can target buyers who need faster, practical guidance.
Decision-support breadth
Forrester’s diversification goes beyond research notes: it combines projections, buyer-behavior data, benchmarking, and vendor assessments, so clients get a full decision stack. That shifts Forrester from information provider to decision-support partner, which widens its value mix and lowers dependence on any single research use case.
- Projections plus benchmarking
- Buyer data plus vendor scoring
- Broader use, stronger stickiness
Global multi-format business model
Forrester Research, Inc. spans geographies and channels: it sells research worldwide, delivers digital content, and runs both in-person and virtual events. That mix reduces reliance on one market or one format and lets the Company serve clients across regions, time zones, and buying preferences. In FY2024, Forrester reported $464.5 million in revenue, showing the scale of this multi-format model.
- Worldwide sales reach
- Online content delivery
- In-person and virtual events
- Broader geographic spread
Forrester’s Diversified Model Drives Growth Across Research, Consulting, and Events
Forrester Research, Inc.’s diversification in the Ansoff Matrix comes from pairing research with consulting and events, so revenue is not tied to one product line. FY2024 revenue was $464.5 million, and the Company served about 1,500 clients, which supports cross-sell across adjacent needs.
| Metric | FY2024 |
|---|---|
| Revenue | $464.5M |
| Clients | ~1,500 |
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