Forrester's unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. The firm is positioning itself as essential guidance during market consolidation, with a focus on helping clients navigate AI adoption realities and ROI-driven technology decisions in 2026.
Cyborg Score Rationale
The company faces challenges with declining revenues and profitability issues, reflected in negative margins and ROE. However, the earnings call provided some positive insights, such as the promising launch of AI Access, indicating transformation efforts amid headwinds.
Top Insights
In 2026, the AI hype period ends as enterprises will defer a quarter of their planned AI spend into 2027 due to pressure to deliver real, measurable results
On February 9, 2026, Forrester announced a workforce reduction of about 8% across geographies to be completed by July 2026
Forrester provides insights, data, and consulting services across multiple industries with a focus on guiding technology, marketing, and customer experience strategies
More than 90% of business buyers already use or plan to use generative AI to support purchase decisions, requiring Forrester to address how traditional B2B go-to-market strategies are no longer working
Named Competitors
Gartner Magic Quadrant & Advisory — Leading magic quadrant analysis and enterprise IT research and advisory
IDC Research Services — Global market research and advisory for IT infrastructure and digital innovation
Strategy & Consulting — Management consulting on digital transformation and technology strategy
Recent Developments
(Mar 2026) Announced 2026 CX event series across Amsterdam, New York, and San Francisco focusing on theme 'Build The Experience AI Can't'
(Feb 2026) Announced 8% global workforce reduction and restructuring plan including office closures
(Jan 2026) Released report on State of Business Buying 2026 showing genAI reshaping B2B buyer behavior and decision cycles expanding to 13 internal stakeholders and 9 external influencers
(Oct 2025) Released 2026 Technology & Security Predictions predicting AI hype period ends and 25% of AI spend defers to 2027
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