13 November 2024

The Analyst Attitude Survey results presented at the 2024 Analyst Relations Forum, hosted at the University of Edinburgh Business School by its Analyst Observatory, revealed evolving relationships between analysts and vendors. Ian Scott shared data showing varying levels of trust and engagement quality across the industry.

AWS and IBM received particularly high scores for analyst trust. The research indicated this stems from consistent engagement and transparent communication. As one analyst noted during the Forum: "Trust is very high, and it's obviously close both ways between the two parties."

The survey highlighted declining AR responsiveness at many firms. Analysts reported challenges in getting timely information and access to key executives. However, those vendors providing high-quality engagement saw stronger advocacy scores.

New evaluation requirements are emerging beyond traditional metrics. Analysts increasingly need insights about vendors' sustainability practices and organizational approaches, reflecting broader changes in technology assessment.