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This Forrester Research, Inc. BCG Matrix is a ready-made strategic analysis that helps you see how the company’s products or business units may fit into the Stars, Cash Cows, Question Marks, and Dogs framework. This page already shows a real preview of the actual deliverable, so you can review the format and content before buying. Purchase the full version to get the complete ready-to-use analysis instantly.
Stars
Forrester Decisions
Forrester Decisions is Forrester Research, Inc.’s core subscription platform, so it fits the Stars bucket: high market appeal and strong growth. It bundles research, decision frameworks, and tools for enterprise buyers, which supports recurring renewals and upsell. As of the latest public filings, Forrester still relies mainly on subscription revenue, which is the engine behind this offer.
The online delivery model lowers friction for global clients and helps keep renewal rates stable, while expansion comes from adding seats, teams, and modules. That makes the platform a strong cash generator if retention holds and buying budgets stay healthy.
CX Research
CX Research is a Star for Forrester Research, Inc.: customer experience sits at the core of its brand, with long-running CX benchmarking and advisory work that helps enterprises measure and improve service journeys. Demand stays linked to digital transformation, since buyers use CX data to cut churn and lift retention. Forrester’s 2024 revenue was $457.0 million, showing the scale behind this research engine.
Security Research
Security Research is a Star for Forrester Research, Inc. Cybersecurity and risk management stay top buying priorities, and global security spending is projected to reach about $215 billion in 2025. Forrester sells this demand through research and conferences, and large enterprises keep funding the category despite tight budgets.
B2B Revenue Research
B2B Revenue Research is a Stars-style asset for Forrester Research, Inc., because SiriusDecisions-based coverage stays central to B2B buyers in marketing, sales, and product. The installed base is sticky, so repeat subscription use can support steady renewal revenue; Forrester reported 2024 revenue of $487.7 million and ending clients of 2,108.
- Flagship B2B research line
- Used by key revenue teams
- Sticky, repeat subscription model
AI Advisory
Forrester Research, Inc.'s AI Advisory fits a Star: AI guidance is scaling fast, and IDC projects global AI spending at $337 billion in 2025. Forrester can extend its research brand into GenAI use cases and governance, but it needs steady investment to turn demand into share.
- Fast-growing AI advisory market
- Strong brand fits GenAI and governance
- Needs more spend to win share
Forrester Decisions Powers Recurring Growth
Forrester Decisions is a Star in Forrester Research, Inc.’s BCG mix: it sits in a fast-moving enterprise research market and supports recurring subscriptions. In 2024, Forrester Research, Inc. reported $487.7 million revenue and 2,108 ending clients, showing the scale behind this core offer. Growth still depends on renewals, seat expansion, and budget health.
| Metric | Value |
|---|---|
| 2024 revenue | $487.7M |
| Ending clients | 2,108 |
| Star driver | Recurring subscription demand |
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Cash Cows
Forrester Wave
Forrester Wave is one of Forrester Research, Inc.'s best-known brands, and it works like a cash cow because each report uses a repeatable analyst model. It sells vendor evaluations and side-by-side comparisons that buyers pay for year after year. In FY2025, this kind of subscription research still supports recurring revenue with low rework per report.
SiriusDecisions Research
SiriusDecisions Research remains a cash cow for Forrester Research, Inc. because the legacy brand still anchors many B2B accounts and sits deep in Forrester’s subscription base. Acquired in 2019, it supports repeat renewals on mature contract cycles, which helps stabilize recurring revenue.
Benchmarking Data
Benchmarking data fits Forrester Research, Inc. as a Cash Cow because enterprise buyers use it repeatedly to compare spend, peers, and performance across accounts. The same benchmark pack can be reused across many client deals, so one research asset can support dozens of renewals and upsells. That reuse matters in a subscription model where retention is often more valuable than one-off sales.
Consulting Retainers
Consulting Retainers fit Forrester Research, Inc.'s "Cash Cows" profile because they turn research-led client trust into recurring advisory fees. In 2024, Forrester reported $442.8 million in total revenue, and its model relies on repeat enterprise accounts that can buy both research and advisory support. That makes these retainers a low-spend, relationship-driven cash source.
- Recurring post-subscription advisory work
- Low brand-spend, high client stickiness
- Steady cash from existing accounts
Annual Conferences
Forrester Research, Inc. annual conferences are a cash cow because they use repeat formats in B2B, CX, security, and tech, so the same audience often returns year after year. These in-person and virtual events bring steady ticket sales and sponsor fees, with low reinvention risk and strong brand pull. That makes them a dependable, recurring profit stream inside the BCG matrix.
- Repeat audiences reduce demand risk
- Sponsorships add stable cash flow
- Virtual formats lower event costs
Forrester’s Cash Cows Keep the Revenue Engine Running
Forrester Research, Inc.'s cash cows are mature, repeat-use research assets that keep selling inside existing accounts. In FY2025, subscription research and advisory demand stayed the main cash engine, with low incremental delivery costs after the first build. The 2024 revenue base of $442.8 million shows why these legacy offerings still matter.
| Cash cow | Why it fits |
|---|---|
| Forrester Wave | Repeat vendor buys |
| SiriusDecisions | Legacy renewals |
| Benchmarking | Reusable data |
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Dogs
One-Off Consulting
One-Off Consulting sits in Forrester Research, Inc.’s Dogs quadrant because each project is custom, labor-heavy, and hard to repeat. It earns billable-hours revenue, not scalable subscription income, so margins and repeatability stay weaker than the core research model. Forrester’s latest filings still show research-led revenue as the main value driver, which makes bespoke work less attractive for long-term growth.
Content Marketing Deliverables
Forrester Research, Inc. treats content marketing deliverables as a Dog in the BCG matrix because they are built for one client at a time and do not scale well across the platform. In the 2025 SEC filing, Forrester still leaned on higher-value research and advisory work, while custom assets stayed more labor-heavy. That means tighter margins and weaker repeatability than subscription revenue.
Sales Enablement Tools
Forrester Research, Inc. can treat Sales Enablement Tools as a Dog because the work is often narrow and tied to one client need. Once the project ends, reuse is limited, so the same asset rarely scales across many buyers. That keeps revenue small and makes margins uneven versus broader, repeatable offerings.
Small Regional Events
Small regional events sit in the Dogs bucket because they reach fewer buyers than Forrester Research, Inc. flagship conferences, so ticket and sponsor revenue can swing sharply by city and cycle. They also scale poorly across regions, since each market needs local sales, content, and partner support.
- Lower reach than flagship events
- Uneven attendance by market
- Less sponsor demand, weaker scale
Legacy Static Reports
Legacy Static Reports in Forrester Research, Inc.'s Dogs bucket are easy to swap out because buyers can get digital research on demand, so the one-off report has weak pricing power and low repeat use. Their value trails platform-based offerings, which bundle updates, tools, and ongoing access. In a subscription-led model, static reports usually add less lifetime value.
- Easy to replace with digital access
- No strong recurring usage
- Weaker than platform offerings
Forrester’s Low-Scale Dogs Still Lag Its Research Core
Dogs at Forrester Research, Inc. are low-reuse, labor-heavy offers like custom consulting, content marketing, and small events. They add revenue, but they do not scale like subscription research, so margins stay weaker and demand is less repeatable. FY2025 filing data still points to research-led revenue as the core engine.
| Dog offer | Why it stays weak |
|---|---|
| Custom work | Low reuse |
| Small events | Uneven scale |
| Static reports | Easy to replace |
Question Marks
GenAI Research
GenAI Research fits Forrester Research, Inc. in the Question Marks bucket: demand is hot, but the offer is still forming. Global private AI investment hit $67.2 billion in 2023, showing real buyer pull, yet Forrester still needs a sharper bundle, clearer use cases, and stronger proof points to win share. If it turns that interest into a tighter product package, this theme can move from uncertain to scaled.
AI Governance
AI Governance is moving from pilot work to a control need as AI use spreads; McKinsey said 72% of firms used AI in at least one function in 2024. That makes governance a real enterprise budget item, but Forrester Research, Inc. still has a developing share in this space, so it fits the BCG Question Mark bucket.
Data and Analytics Strategy
Data and analytics strategy fits the "Question Mark" box for Forrester Research, Inc.: demand is still active, and it feeds consulting, research, and events, but it has not yet won broad share of mind. In 2025–2026, buyers kept spending on data tools, AI, and analytics advice, so the growth path is real. The issue is conversion, not demand.
Forrester Research, Inc. should keep investing, but tightly, because this offer can scale if it turns interest into repeat revenue. For a BCG Matrix view, it has upside, but it still needs stronger pull before it moves into "Star" territory.
Agentic Automation
Agentic Automation is a Question Mark for Forrester Research, Inc. in the BCG Matrix: it is a newer AI-agent category with upside in both operations and IT, but its revenue base is still likely small. The commercial test is whether Forrester can turn early demand into repeatable client spend before larger vendors own the space.
- High upside, low current scale
- Early-market AI agent demand
- Ops and IT use cases matter
- Needs proof of revenue traction
International Expansion
Forrester Research, Inc. already sells in the US, Europe, the UK, Canada, and APAC, so international expansion is a real Question Mark: the addressable market is broad, but share outside core markets is still uneven. With 2025 global IT spending still forecast in the trillions of dollars, even small share gains abroad can add meaningful revenue if Forrester increases local sales and delivery coverage.
The tradeoff is clear: expansion needs more investment in go-to-market teams, channel partners, and localized content, especially in Europe and APAC where buying cycles and buyer needs differ. Without that spend, penetration will likely stay patchy and growth will lag the market.
- Current reach: US, Europe, UK, Canada, APAC
- Demand exists, but share is uneven
- More investment is needed to lift share
Forrester’s AI Bet: High Upside, But Conversion Is the Real Test
Forrester Research, Inc. Question Marks show high growth potential but weak scale. GenAI Research, AI Governance, and Agentic Automation sit in early demand pockets, while international expansion can add reach but still needs spend.
The test is conversion: turn 72% AI use in firms and rising AI budgets into repeat revenue.
| Area | Status |
|---|---|
| GenAI | High upside |
| Governance | Early share |
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