SAN MATEO, CA: Several ex-Forrester Research analysts are joining forces in a consulting firm to advise large companies on emerging technology.
This week, Jeremiah Owyang left his position as a Forrester senior analyst focused on social media, and today he joined fellow Forrester alum Charlene Li as a partner at her year-old Altimeter Group. Two more partners, Ray Wang, who also departs Forrester, and Deborah Schultz, will come on board as well, Owyang said, as part of an expansion of the company's services. The goal of the firm will be to help larger brands with emerging technology, including adopting it and integrating these platforms into their digital strategies.
Altimeter's partners will offer five core services: education, consultation, vendor selection, training and speeches, and innovation labs. Owyang noted that the group does not offer PR, but it does consider technology's affect on it.
“We'll be creating labs for our clients, so they can experiment with these new technologies,” Owyang said.
Owyang will focus on customer strategy, while Schultz, who aided P&G's Social Media Lab project, will concentrate on innovation and best practices. Founder Li and co-author of Groundswell will handle leadership and management, and Wang, enterprise strategy.
“What we learned from social marketing has been very painful for companies,” said Owyang. “Companies should expect for these things to happen faster and faster… Marketers must be ready with a pragmatic plan.”
Owyang described his move as “going back to practice.”
The group also introduced The Hanger, a space where it will host training and events around emerging technology.