Monday, June 13, 2005

Aberdeen comes top with end-users

A new survey from Azul Partners has Aberdeen ranked "as both the most insightful and valuable firm among end users."

But is everything as it appears? ARmadgeddon thinks there may be more to this than initally meets the eye...

ARmadgeddon: A new Aberdeen arises

1 comment:

theARpro said...

Hi Jason,

Here's a quote from your website:
"Azul Partners works with executive teams and marketing organizations to develop content that takes a point of view and stands above the crowd, displaying a depth of knowledge and subject matter expertise that tells the market that they need to be talking to you.
"From product positioning to thought campaigns designed to change the basis of competition, Azul Partners develops content to help organizations take their marketing to the next level. We don’t just help you sell to the market. We help you influence it."

Your firm exists to write marketing content. No-one would hire your firms to do research that was not developed with marketing in mind. The process you describe is well known to all of us who hired Aberdeen in the 1990s: write the study and, if the results can be made to look good, publish them.

No-one can blame you for maintaining this charade in order to defend Aberdeen's investment. You are certainly doing great work for this. But we both know that no independent third party, not working from a list of contacts largely provided by Aberdeen, could replicate these results.

Honestly, you need to learn from the 'old' Aberdeen. Even they limited their clients excesses.