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AI-Enabled Consumer Intelligence Platforms: The Forrester New Wave

The Forrester New Wave™: AI-Enabled Consumer Intelligence Platforms report breaks down the social listening platforms from previous years.

By: Michael Brito

Category: Analytics

From what I understand, this marks the first Forrester New Wave™: AI-Enabled Consumer Intelligence Platforms, Q3 2021 report which analyzes the same vendors from the Forrester Wave™: Social Listening Platforms, Q4 2020 from last year.

Forrester seems to be unsure how they want to label this category. They have been talking about consumer intelligence since late 2019 but it appears that this is the first report with that specific label. In any case, there seems to be a lot of movement on the Forrester Wave over the last 12 months. Perhaps the reason why is that they are emphasizing more of on AI integration in their scoring given the title of the report.

In last year’s report, the Leaders were Brandwatch, Talkwalker, Netbase Quid, Synthesio and Sprinklr. Both Talkwaker and Synthesio were right on the edge of Strong Performer and Leaders.

In this more recent report, the Leaders are Talkwalker, Netbase Quid and Synthesio. It appears as if Talkwalker is starting to separate themselves from the other digital consumer intelligence platforms. Based on last year’s report, their current offering is leading the others and they are also within the top 3 based on their market strategy. Synthesio has the strongest strategy.

The Forrester New Wave™: AI-Enabled Consumer Intelligence Platforms, Q3 2021

The Strong Performers are Brandwatch, Linkfluence and Sprinklr. Both Brandwatch and Sprinklr fell out of the Leader category.

Digimind and Resonate stand alone in the Contender category. While Digimind fell one category from last year, this seems to be Resonate’s first mention in the AI-Enabled Consumer Intelligence Wave.

It should also be noted that there were a few vendors who were on last year’s report that did not make the current Forrester New Wave digital consumer intelligence report, most notably ListenFirst and Zignal Labs.

Forrester is very transparent in their scoring methodology. What is unclear is how vendors are selected to participate in the reporting process. I remember reading somewhere that there’s a revenue threshold for vendors to be invited to participate. This would certainly mean that each vendor would have to disclose their revenue numbers to Forrester which may not be an ideal situation for some companies.

I would also think that some vendors just don’t have the bandwidth to participate in the process, given the requirements that Forrester uses in their scoring process.

What other consumer intelligence platforms are on the market?

I started to document all the top social media monitoring platforms on the market based on my experience with working with these vendors and my general knowledge of the market. It is not an exhaustive list by any means bur here are a few to consider:

Pulsar Platform: In my opinion, they have a very strong capability. They do seem to be on the more expensive side which means their customers fall within the enterprise category. However, their platform is excellent to uncover actionable insights and identify customer needs and wants.

Infegy: Infegy is another platform that has strong text analytics and natural language processing capabilities. They also build out audience segments for their clients which is very convenient. they have recently released an interactive dashboard documenting the best brands on social media.

Audience Analysis Platforms: I have started compiling a list of software vendors that analyze audiences. This is an area that I am very passionate about because it’s not the same as social listening. What’s interesting about this is that Forrester has acknowledged this as a specific category but do not necessarily include it with these larger reports quite yet.

While this is still a fairly new software category, it would make sense to include platforms that provide these types of insights to be included within the martech stack.


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