Findings from The OLAP Survey reveal that 44 percent of buyers depend on analyst research to guide them through the product selection process. It is viewed as the single biggest influence for buyers and is more influential than advertising and conventional marketing activities â such as vendor mail shots and webinars â put together. Detailed analysis found that customers of The OLAP Report were more likely to achieve their business goals and gain real business benefits than with any other analyst group.
Michael Schumacher, Head of Sales for the OLAP Report, comments: "Analyst research often provides a more objective view of a particular technology marketplace. The OLAP Report is completely independent from vendor influence and its popularity stems from the fact that it can provide an honest account of the leading market products. The survey findings demonstrate that it is a proven method, with buyers more likely to have successful implementations."
Despite turning to analyst research for guidance, the survey found that 24 percent of companies still donât conduct any form of product evaluation themselves prior to purchasing. They were, therefore, less likely to achieve their goals than companies that had evaluated single or multiple products.
Nigel Pendse, leading OLAP analyst and author of The OLAP Report explains:
"It has been a consistent finding that a failure to conduct formal, multi-vendor competitive evaluations often leads to less successful projects, in both technical and business terms. It is essential that buyers use analyst research to help them create a relevant short-list of products that are best suited to their business need. It is only after conducting proper proofs of concept that users can determine what is right for them."