Forrester is a discounted, cash-rich advisory turnaround whose upside depends on AI-led subscription stabilization overcoming consulting shrinkage, Gartner-scale disadvantages, and structural generative AI disruption.
Overview
Forrester Research is a global research and advisory firm serving technology, security, marketing, and digital leaders through Research subscriptions, Consulting, and Events. Its core Forrester Decisions platform represents roughly 80% of contract value, while newer AI Access and Forrester AI offerings aim to broaden adoption and improve retention. The company is repositioning around enterprise AI disruption and workflow-integrated advisory, leveraging respected qualitative research and vendor evaluations, but faces declining revenue, competitive pressure from Gartner and peers, and execution risk in its consulting exit.