New Forrester Offering Enables Tech Marketers To Make Successful Marketing Mix Decisions

CAMBRIDGE, Mass.--(BUSINESS WIRE)--Dec. 1, 2009-- Forrester Research, Inc. (Nasdaq: FORR) today announced it has acquired the Strategic Oxygen business from Monitor. In a purchase that further supports Forrester’s syndicated business model and the company’s role-based strategy, Strategic Oxygen will specifically provide Forrester’s global Technology Product Management & Marketing Professionals clients with data-rich insight to help them plan their marketing mix and spending more effectively.

“Thanks to Strategic Oxygen’s unique decision tool, Forrester now offers additional distinctive value to the Technology Product Management & Marketing Professionals it already serves, elevating their own and their company’s performance,” said Mark R. Nemec, Ph.D., managing director of Forrester’s Technology Industry Client Group. “We are truly delighted to welcome Strategic Oxygen CEO Michael Gale and his team to Forrester.” Forrester will integrate Strategic Oxygen’s employees into the organization immediately.

Offered independently from Forrester’s existing RoleView offering, the Strategic Oxygen product allows marketers to:

• Identify which key influencers to approach with their products/services.
• Learn which messages will yield the best results with these influencers.
• Determine the best media to use in messaging to these influencers.

“Strategic Oxygen clients greatly value what has become a premium product to develop and implement successful marketing plans,” said Robert Lurie, Monitor’s co-managing partner. “In deciding to concentrate on its core consulting business, Monitor is selling Forrester a respected, influential, and vital data-driven offering for today’s marketing professionals at major companies in the technology industry.”

“This deal highlights Forrester’s disciplined approach to acquisitions,” said George F. Colony, Forrester’s chairman of the board and chief executive officer. “First and foremost, we look for opportunities that increase shareholder value — deals that will be accretive to margin and EPS in the medium- and long-term. Second, we look to acquire companies with strong growth potential — specifically, at or above our historical levels. Finally, we look for opportunities that align with our role-based strategy — ones that bring new and unique content to one or more of our existing roles.”

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 20 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 26 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com.

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on Forrester’s current plans and expectations and involve risks and uncertainties that could cause actual future activities and results of operations to be materially different from those set forth in the forward-looking statements. Important factors that could cause actual future activities and results to differ include, among others, Forrester’s ability to respond to business and economic conditions, particularly in light of the global economic environment, technology spending, market trends, competition, industry consolidation, the ability to attract and retain professional staff, and Forrester’s dependence on renewals of its membership-based research services and on key personnel. Forrester undertakes no obligation to update publicly any forward-looking statements, whether as a result of new information, future events, or otherwise. For further information, please refer to Forrester’s reports and filings with the Securities and Exchange Commission.

© 2009, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

Source: Forrester Research, Inc.

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