7 Best Alternatives to Forrester for Market Research in 2026

Why look beyond Forrester

Forrester Research, founded in 1983, specializes in market research, primarily focusing on technology and its impact on business. Its core offerings include proprietary research reports, consulting services, access to events, and data analytics tools [source]. These services are designed to support strategic technology planning, vendor selection, market trend analysis, and competitive intelligence for enterprises [source]. However, organizations may seek alternatives for several reasons. Pricing, often structured for enterprise-level engagements, can be a factor for smaller firms or those with more constrained budgets. The breadth and depth of coverage might also lead companies to look for specialists in niche markets or geographies where Forrester's global insights may be less granular.

Additionally, some users might find value in consulting firms that integrate research with hands-on implementation capabilities, or those with different analytical methodologies. While Forrester provides a foundational understanding of market dynamics, other providers might offer more direct strategic guidance or a different perspective on emerging technologies. The scope of advisory services and the format of research delivery can also vary significantly between providers, influencing the decision to explore other options. Organizations aiming for a specific type of partnership—whether highly strategic, deeply technical, or focused on a particular industry vertical—may find that alternative firms align more closely with their precise requirements.

Top alternatives ranked

1. 1. Gartner — global research and advisory firm focused on technology and business insights

   Gartner, founded in 1979, is an information technology research and advisory company providing insights for IT and business leaders. Its core product offerings include proprietary research, advisory services, and industry conferences [source]. Gartner is known for its Magic Quadrant and Hype Cycle reports, which evaluate technology vendors and market maturity, respectively [source]. These tools assist organizations in vendor selection, strategic planning, and understanding market trends. The firm serves a global client base across various industries, offering data-driven insights to support technology investments and digital transformation initiatives.

   Gartner's research spans a wide range of topics, including enterprise software, data analytics, cybersecurity, and cloud computing. Its advisory services provide direct access to analysts for personalized guidance and strategic recommendations. The company's annual symposia and conferences offer platforms for networking and learning about emerging technologies. Gartner's extensive research library and global analyst network make it a resource for organizations seeking to navigate complex technology landscapes and make informed strategic decisions.

   Best for:

   • Comprehensive technology vendor evaluations
   • IT strategy and digital transformation guidance
   • Market trend analysis and emerging technology insights

   Read more on the Gartner profile page.

2. 2. IDC — global market intelligence firm specializing in information technology, telecommunications, and consumer technology

   IDC (International Data Corporation), established in 1964, provides market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology industries. IDC maintains a global presence with analysts in over 110 countries [source]. Its research covers technology markets, trends, and vendor strategies, offering data-driven insights for business decision-makers. IDC's offerings include market forecasts, competitive analysis, and custom research projects designed to help clients understand technological shifts and their implications.

   The firm's expertise spans areas such as artificial intelligence, cloud computing, big data, IoT, and cybersecurity. IDC's research methodologies involve extensive primary and secondary data collection, providing quantitative and qualitative analyses of market dynamics. Clients utilize IDC's insights for product development, market entry strategies, sales enablement, and investment decisions. The company also hosts a series of industry-specific events and webcasts, fostering knowledge exchange and networking among technology professionals.

   Best for:

   • Detailed market forecasts and quantitative data
   • Global and regional technology market analysis
   • Competitive intelligence in IT and telecom sectors

   Read more on the IDC profile page.

3. 3. ISG — global technology research and advisory firm with a focus on digital transformation

   ISG (Information Services Group), founded in 2006, is a global technology research and advisory firm specializing in digital transformation, sourcing, and technology optimization [source]. ISG assists enterprises and public sector organizations in navigating complex technology landscapes, managing vendor relationships, and achieving operational efficiency. Its services include sourcing advisory, digital strategy consulting, and market intelligence reports. ISG is known for its ISG Provider Lens™ research, which evaluates service providers across various technology domains.

   The firm's expertise encompasses areas such as cloud services, cybersecurity, enterprise software, and intelligent automation. ISG's advisory approach integrates market data with client-specific needs, providing tailored recommendations for technology investments and service provider selection. The company also offers benchmarking services, allowing organizations to compare their IT performance against industry best practices. ISG's global team of advisors and researchers supports clients through major technology initiatives, from strategy development to contract negotiation and implementation.

   Best for:

   • Sourcing advisory and vendor selection
   • Digital transformation strategy and execution
   • Technology benchmarking and optimization

   Read more on the ISG profile page.

4. 4. Boston Consulting Group — management consulting firm specializing in strategic transformation and organizational change

   Boston Consulting Group (BCG), founded in 1963, is a global management consulting firm that advises clients on strategic transformation, organizational change, and digital acceleration [source]. BCG's work spans a wide range of industries and functional areas, helping businesses address complex challenges and capitalize on growth opportunities. While not solely a market research firm, BCG integrates deep industry knowledge and proprietary research into its consulting engagements to inform strategic recommendations. Its approach often involves rigorous analysis, stakeholder engagement, and collaborative problem-solving.

   BCG's services include corporate strategy development, mergers and acquisitions support, digital transformation, data and analytics, and sustainability initiatives. The firm is known for its thought leadership and publishes extensive research on global business trends and economic shifts. BCG's consultants work closely with client leadership teams to develop actionable strategies and drive measurable results. The firm's global network and diverse expertise enable it to address multi-faceted challenges faced by large corporations and public sector entities.

   Best for:

   • High-level strategic transformation and change management
   • Integrating market insights with broad business strategy
   • Organizational design and operational efficiency

   Read more on the Boston Consulting Group profile page.

5. 5. WPP — multinational advertising and public relations company

   WPP, founded in 1985, is one of the world's largest advertising and marketing services companies, comprising a vast network of agencies across various disciplines [source]. While primarily known for its advertising, media planning, and public relations capabilities, WPP also conducts extensive market research through its specialized agencies. These agencies gather consumer insights, analyze market trends, and measure brand performance to inform creative campaigns and strategic decisions for global clients. WPP’s integrated approach allows it to combine research with execution across diverse marketing channels.

   Its network includes agencies focused on data analytics, digital transformation, and customer experience, which draw on proprietary research and data to deliver targeted solutions. WPP's market intelligence capabilities support clients in understanding consumer behavior, competitive landscapes, and emerging cultural shifts. The company leverages its scale and diverse expertise to provide comprehensive marketing and communication strategies, often incorporating bespoke research components. This makes WPP a viable alternative for clients seeking integrated research and marketing services from a single holding company.

   Best for:

   • Integrated market research within broader marketing campaigns
   • Consumer insights and brand strategy development
   • Global advertising and media effectiveness studies

   Read more on the WPP profile page.

6. 6. Publicis Groupe — global leader in marketing, communication, and digital transformation

   Publicis Groupe, established in 1926, is a multinational advertising and public relations company that has evolved into a key player in marketing, communication, and digital transformation [source]. While best known for its creative agencies, Publicis Groupe also performs extensive market analysis and data-driven insights through its various subsidiaries. The company emphasizes a "Power of One" model, integrating its diverse capabilities—including media planning, digital consulting, and creative services—to provide holistic solutions for clients.

   Publicis Groupe's focus on data and technology-driven marketing means it conducts sophisticated research into consumer trends, media consumption patterns, and digital behaviors. Its offerings include market intelligence, audience segmentation, and performance analytics, which are used to inform large-scale advertising campaigns and digital strategies. For enterprises seeking to understand market dynamics through the lens of marketing and communications, Publicis Groupe provides a robust alternative, combining research with strategic implementation capabilities across a global network. They cater to brands looking for integrated solutions that span from market insights to campaign execution.

   Best for:

   • Integrated market research for large-scale marketing campaigns
   • Data-driven insights for media planning and buying
   • Digital transformation strategies combined with market understanding

   Read more on the Publicis Groupe profile page.

7. 7. Interpublic Group of Companies (IPG) — global provider of marketing and communications solutions

   Interpublic Group of Companies (IPG), founded in 1961, is a global organization of advertising and marketing services agencies [source]. IPG operates a portfolio of agencies specializing in areas such as advertising, public relations, media planning, digital marketing, and market research. Through its various units, IPG conducts extensive research into consumer behavior, market trends, and brand performance, providing clients with data-driven insights to inform their marketing and communications strategies. The company's diverse capabilities allow for integrated approaches to understanding and influencing markets.

   IPG's agencies utilize analytical tools and methodologies to assess market opportunities, evaluate brand health, and measure campaign effectiveness. This includes quantitative and qualitative research across various sectors and geographies. Clients looking for market intelligence that is closely tied to creative and media execution might find IPG's integrated model beneficial. The company's global reach and specialized agencies enable it to address a wide range of research needs, from deep dives into consumer psychology to broad market landscape analyses, supporting comprehensive marketing and business objectives.

   Best for:

   • Market research integrated with creative and media services
   • Consumer insights for brand and communications strategy
   • Measurement of marketing effectiveness and ROI

   Read more on the Interpublic Group of Companies profile page.

Side-by-side

How to pick

Selecting an alternative to Forrester involves evaluating your specific needs for market intelligence, strategic guidance, and implementation support. Consider the following decision-tree style guidance:

1. Identify your primary objective:

   • If your main goal is comprehensive technology vendor evaluation and IT strategy, Gartner is a strong contender. Its Magic Quadrant and Hype Cycle reports are industry standards for assessing provider capabilities and market maturity.
   • For detailed quantitative market forecasts, regional technology market analysis, and competitive intelligence in IT and telecom, IDC offers specialized depth.
   • If your focus is on sourcing advisory, digital transformation strategy, and technology benchmarking, ISG provides robust services for optimizing technology investments and vendor relationships.
   • For high-level strategic transformation, organizational change, and integrating market insights with broader business strategy, Boston Consulting Group provides a management consulting approach.
   • If you need market research integrated with or informing large-scale marketing and advertising campaigns, and especially consumer insights for brand strategy, WPP, Publicis Groupe, or Interpublic Group of Companies (IPG) may be more suitable due to their extensive agency networks.

2. Consider the breadth versus depth of coverage:

   • Do you require broad insights across many technology domains (like Gartner) or a deep dive into specific niches within IT, telecom, or consumer tech (like IDC)?
   • Are you looking for general market trends (e.g., Forrester, Gartner) or highly specific, actionable intelligence for immediate sourcing and transformation projects (e.g., ISG)?

3. Evaluate the nature of consulting and support:

   • Are you seeking a firm that primarily provides research and advisory (e.g., Gartner, IDC), or one that offers more hands-on strategic consulting and implementation support (e.g., Boston Consulting Group, ISG)?
   • If your needs extend beyond research to encompass creative execution and media strategy, integrated holding companies like WPP, Publicis Groupe, or IPG can provide a holistic solution.

4. Assess the pricing model and budget:

   • Most of these firms operate on a custom enterprise pricing model. Clearly define your budget and anticipated return on investment to match with providers whose service structures align with your financial parameters.
   • Inquire about the scope of services included in a subscription or project engagement, as these can vary significantly.

5. Geographic and industry specialization:

   • Confirm that the alternative has strong coverage and expertise in your specific industry and geographic region. While many are global, their depth can vary.
   • For example, while Gartner and IDC have strong global presences, an agency network like WPP may have a more localized understanding of consumer markets in specific regions through its numerous subsidiaries.

By systematically evaluating these factors, organizations can identify the alternative that best aligns with their strategic objectives, budget, and operational requirements.