Do
Submit all study-related materials to Citations (citations@forrester.com) for review and include copy, images, branding, and the context. It is helpful if you can include a copy of the study itself, as well.
Do Not
Assume approval of one piece means approval for all. Context matters, and Forrester has specific policies around usage in different mediums.
Overall
Overall
Do
- Quote the study verbatim.
- Include the full study title and date at least once.
- Use Forrester’s logo and/or an image of the study cover page with the citations.
- Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing in your materials.
- Use quotes and data points that are final but were not included in the final, published study.
- Seek approval for translated materials.
Overall
Do Not
- Co-brand the materials or use a Forrester logo that is larger or placed more prominently than your own logo.
- Reference the study as an “analyst report” or “white paper” or similar in local language.
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
- Cite other companies’ commissioned studies without seeking their and our approval.
- Cite the study in materials that make negative or comparative references to other companies, products, or brands.
The below guidelines are in addition to the general Dos and Don’ts and do not replace them.
Total Economic Impact™
Do
- Attribute the results from the study to the composite organization or interviewee’s organization.
- In addition to the “commissioned study conducted by Forrester Consulting” language, make sure that “Total Economic Impact™” (or “TEI” where there are space constraints) is included with all copy and on all images.
- Use “significant” or “positive” to describe study results (optional).
- Use past tense for verbs as the study has already been conducted, including composite organization results (although they are in present tense in the study.) (For example: [Company] delivered 568% ROI over three years)
- Explain that the study results are for a composite organization or the interviewee’s organization where there is space (in blogs, landing pages, press releases, and social posts, for example.)
- Link to a source with information about the composite organization or interviewee’s organization and commissioned language in posts and banners where there is no space (on webpage banners or ads where there are character restrictions, for example.)
- Use ™ after “Impact” in “Total Economic Impact™”.
Do Not
- Imply that the reader’s organization will see the same results or that the results are for all organizations that use the offering.
- Imply that the research was a jointly conducted study.
- Use superlatives such as “proven”, “validated”, “endorsed”, “remarkable”, “impressive” or “incredible” to describe study results.
- Use TEI results comparatively to other companies. Language like “highest ROI in the industry” does not work because the TEI is only focused on the client and does not compare anything.
- State or imply who the interviewed companies were, i.e., “Fortune 500”, or that they were “peers” of those being marketed to or “companies like yours”, etc. Only language used in the study can be used to describe the interviewed customers.
- Use words like “average”, “up to”, and “typical” unless verbatim from the study.
Website
Website
Do
- Include the full study title and date at least once.
- Ensure the Forrester logo is no larger than the largest font on the page, if using.
- Post the final, unaltered study on your site and on third-party sites.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Website
Do Not
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
Social & Blog
Social
Do
- Create your own branded images citing the results for social posts on platforms like LinkedIn and Twitter.
- Ensure that any use of the Forrester logo is always smaller and less prominent than your own company or product logo.
- Encourage employees and provide guidance on posting only approved copy and images on their own personal feeds.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
- Where the full sourcing will not fit, include a link to materials that include the full source.
- Tag Forrester’s own social profiles.
Social
Do Not
- Co-brand the post or use the Forrester logo without your own.
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
- Tag an analyst or consultant unless as a guest speaker for a speaking engagement around the study.
Blog
Do
- Include the full study title and date at least once.
- Use Forrester’s logo and/or an image of the report cover page with the citations.
- Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Blog
Do Not
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
Email
Do
- Include the full study title and date at least once.
- Use Forrester’s logo and/or an image of the study cover page with the citations.
- Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
- Attach the final, unaltered study to your emails.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing
Email
Do Not
- Reference Forrester by name in email subject lines.
- Reference Forrester by name in email signatures.
- Co-brand the email.
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
Press Releases and Press Requests
Press Releases
Do
- Include the full study title and date at least once.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Press Releases
Do Not
- Reference Forrester in your company boilerplate.
- Use any Forrester images or branding.
- Reference Forrester by name in the headline or subhead.
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
Press Requests
Do
- Refer reporters and journalists to Forrester’s PR team (press@forrester.com) to set up interviews with our analysts and consultants.
- Cite the study in your sponsored media articles and advertorials.
Press Requests
Do Not
- List Forrester as a press reference in your materials.
- Take part in independent media interviews with Forrester.
- Request an interview with a Forrester analyst or consultant for which the content will be used for a sponsored article or other sponsored materials.
Advertising & Video
Advertising
Do
- Include the full study title and date at least once.
- Use Forrester’s logo and/or an image of the report cover page with the citations.
- Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Advertising
Do Not
- Use a Forrester logo that is larger or placed more prominently than your own logo.
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
Video/animation
Do
- Include the full study title and date at least once.
- Use Forrester’s logo and/or an image of the study cover page with the citations.
- Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Video/animation
Do Not
- Use a Forrester logo that is larger or placed more prominently than your own logo.
Presentation
Presentation
Do
- Include the full study title and date at least once.
- Be transparent and include “a commissioned study conducted by Forrester Consulting on behalf of [company name]” as part of the sourcing.
Presentation
Do Not
- Reference the study as an “analyst report” or “white paper.”
- Attribute the study or any quotes from it to a Forrester analyst or consultant.
- Present on Forrester’s slide template.