Forrester is an independent research and advisory firm serving business and technology leaders at large organizations. Its core product is Forrester Decisions, a subscription platform that provides executives in technology, marketing, customer experience, sales, and product functions with forward-looking research, vendor evaluations (the Forrester Wave), proprietary consumer and B2B buyer survey data, and direct analyst access. Clients use Forrester Decisions to make high-stakes business and technology decisions. Forrester sells primarily through a direct sales force organized by geography and client type, with subscriptions priced on a per-seat basis across several access tiers — VIP, Leader, Team, and a newer entry-level AI Access tier that provides research via an AI interface without analyst engagement. Research subscriptions account for roughly 75% of revenue and are the highest-margin segment; the remaining revenue comes from consulting (~22%) and events (~3%), both of which Forrester manages primarily as pipeline and retention drivers for the research business. The subscription model generates recurring revenue, with clients signing annual or multi-year contracts and Forrester recognizing revenue ratably. Forrester tracks Contract Value (CV) — the annualized value of active research contracts — as its primary measure of business health. The cost structure is largely fixed and labor-intensive, dominated by analyst and sales headcount. Forrester is currently restructuring: it is exiting strategy consulting, reformatting events toward smaller localized formats, and cutting headcount to realign costs. Management is targeting a return to CV growth in FY2026, with a focus on sales execution, customer retention, and product expansion around its Forrester AI capabilities.