Analyst relations

Analyst relations (AR) is a corporate communications and marketing discipline in which organizations engage with industry analyst firms and, increasingly, independent business-to-business (B2B) influencers. AR programs aim to inform analyst research, shape how vendors are represented in comparative evaluations, and gather insights that influence technology buyers and investors.

The AR function originated in the information and communications technology (ICT) sector in the 1990s, when firms such as Gartner, IDC, and Forrester became influential in enterprise procurement. More recent surveys describe AR as both a communications role and a strategic function: providing competitive intelligence, monitoring analyst perceptions of competitors, and channeling market feedback into product and go-to-market strategy. As a result, AR serves both external communication and internal advisory purposes, linking messaging, product development, and executive decision-making with independent market analysis.

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