Home > Policies > Citations Policy > The Dos and Don’ts of Forrester Wave™ Citations and Usage

The Dos and Don’ts of Forrester Wave™ Citations and Usage

The below is applicable to Forrester clients and those with a valid Reprints license to the report. Non-clients should check with about any such usage.

Do

Submit all Wave-related materials to Citations (citations@forrester.com) for review and include copy, images, branding, and the context.

Do Not

Assume approval of one piece means approval for all. Context matters, and Forrester has specific policies around usage in different mediums.

Jump to:

Overall

Overall

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” and/or “top score in y criteria” (where applicable).
  • Include the required objectivity statement when citing any results, Wave graphic, or applicable badges from the Wave report:
    • Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here.
  • Quote the report verbatim.
  • Include the full report title at least once.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • Use Forrester’s logo and/or an image of the report cover page with the citations. See Forrester’s logo usage guidelines  here.
  • With a Reprints License, use the full, unaltered Wave graphic and/or badge in marketing and promotional materials that link to your authorized reprint link or landing page.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Ensure the Forrester logo is always smaller, less prominently displayed, and not horizontally aligned with your own company or product logo.
  • Link back to the report on Forrester.com if reprints have not been licensed.
  • Only cite the current Wave results unless past Wave evaluations are explicitly referenced in the current report.
  • Use opinion language with statements that are not verbatim from the report or strictly based on the report findings (e.g., “We believe we were named a Leader in this report due to having the best customer experience in the industry.”).
Overall

Do Not

  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Use the Wave graphic or badge without linking to your authorized reprint or landing page.
  • Compare your scores/results to other named vendors or show their scores.
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
  • Cite your placement within the Wave graphic, for example “[client name] placed highest, in the top right.”
  • Translate your reprint. Any translations of Forrester reprints must go through Forrester’s Reprints department at reprints@forrester.com.

Website

Website

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the required objectivity statement when citing any results from the Wave or using the graphic or badge (see Overall section).
  • With a Reprints license, use the full, unaltered Wave graphic on an exclusive landing page and/or home page linking to the landing page.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • Include the full report title at least once.
Website

Do Not

  • Cite your physical placement within the Wave graphic, for example, “[client name] placed highest, in the top right.”
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Cite the Wave report in company boilerplate or “About Us” pages.
  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Social & Blog

Social

Do

  • Create your own branded images citing your results for social posts on platforms like LinkedIn and X (formerly known as Twitter)
  • With a Reprints license, use the full, unaltered Wave graphic and/or badge in your post that links to your authorized reprint link or landing page.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a reprint license).
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Encourage employees and provide guidance on posting only approved copy and images on their own personal feeds.
  • Link to an asset with the required objectivity statement on it (see Overall section).
Social

Do Not

  • Cite your physical placement on the Wave graphic (for example, “[client name] placed highest, in the top right”).
  • Use the Wave graphic or badge without linking to your authorized reprint or landing page.
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Claim to be a Leader, Strong Performer, etc in a specific criterion or category, e.g., “[client name]” is a leader in Vision and Current Offering
Blog

Do

  • Cite your own results on your website using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable) .
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Include the full report title at least once.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • Use Forrester’s logo and/or an image of the report cover page with the citations. See Forrester’s logo usage guidelines here.
  • With a Reprints License, use the full, unaltered Wave graphic or badge that links to your authorized reprint or landing page.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • Ensure the Forrester logo is always smaller, less prominently displayed, and not horizontally aligned with your own company or product logo.
Blog

Do Not

  • Cite your physical placement on the Wave graphic (for example, “[client name] placed highest, in the top right”).
  • Use the Wave graphic and/or badge without linking to your authorized reprint or landing page.
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Cite more than three non-comparative statements from the report without a reprints license.
  • Compare your scores/results to other named vendors or show their scores.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Email

Email

Do

  • Cite your own results in your email using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable) .
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Include the full report title at least once.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • Use Forrester’s logo and/or an image of the report cover page with the citations. See Forrester’s logo usage guidelines here.
  • With a Reprints License, use the full, unaltered Wave graphic and/or badge that links to your authorized reprint or landing page.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • With a Reprints License, use your Wave badge, if applicable, in email signature banners when accompanied by a report citation and a link to the accessible reprint.
  • Ensure the Forrester logo is always smaller, less prominently displayed, and not horizontally aligned with your own company or product logo.
Email

Do Not

  • Reference “Forrester”, “Forrester Wave”,or “Wave” in email subject lines.
  • Reference “Forrester” or “Wave” without the applicable badge in email signatures.
  • Use the Wave graphic in email signatures.
  • Cite your physical placement on the Wave graphic (for example, “[client name] placed highest, in the top right”).
  • Use the Wave graphic and/or badge without linking to your authorized reprint or landing page.
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Claim to be a Leader, Strong Performer, etc. In a specific criterion or category, e.g., “[client name]” is a leader in Vision and Current Offering.

Press Release

Press Release

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable) .
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Include the full report title at least once.
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • State that you are a Customer Favorite if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
Press Release

Do Not

  • Reference “Forrester”, “Forrester Wave”, or “Wave” in your company boilerplate.
  • Use any Forrester images or branding, including the Forrester logo, Wave graphic, and applicable badges.
  • Reference “Forrester”, “Forrester Wave”, or “Wave” in the headline or subhead.
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Claim to be a Leader, Strong Performer, etc. In a specific criterion or category, e.g., “[client name]” is a leader in Vision and Current Offering.
  • Cite your placement within the Wave graphic, for example, “[client name]” placed highest, in the top right.”

Advertising & Video

Advertising

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Use the Wave graphic and/or badge without linking to your authorized reprint or landing page.
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations. See Forrester’s logo usage guidelines here.
  • With a Reprints license, use the full, unaltered Wave graphic and/or badge that links to your authorized reprint or landing page.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • Ensure the Forrester logo is always smaller, less prominently displayed, and not horizontally aligned with your own company or product logo.
Advertising

Do Not

  • Cite your physical placement on the Wave graphic (for example, “[client name] placed highest, in the top right”).
  • Use the Wave graphic and/or badge without linking to your authorized reprint or landing page.
  • Use Wave-like branding in your imagery (i.e., no concentric circles).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
Video/animation

Do

  • With a Reprints license, use the full, unaltered Wave graphic and/or badge that links to your authorized reprint or landing page (the posting of the video must include the reprint or landing page url if the video itself does not)
  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable) .
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Cite up to three non comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • Use the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations. See Forrester’s logo usage guidelines here.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo marker on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • Ensure the Forrester logo is always smaller, less prominently displayed, and not horizontally aligned with your own company or product logo.
Video/animation

Do Not

  • Cite your physical placement on the Wave graphic (for example, “[client name] placed highest, in the top right”).
  • Use the Wave graphic or badge without providing access to your licensed reprint or landing page.
  • Use Wave-like branding in your imagery (i.e., no concentric circles).
  • Cite more than three non-comparative statements without a Reprints license.
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Presentation

Presentation

Do

  • With a Reprints license, use the full, unaltered Wave graphic and/or badge that links to your authorized reprint or landing page.
  • Include the required objectivity statement when citing any results from the Wave (see Overall section).
  • Cite up to three non-comparative statements from the report.
  • With a Reprints license, cite more than three non-comparative statements from the report.
  • State that you are a Customer Favorite in the evaluation if you received a double halo marker on the Wave graphic.
  • State that you received above average customer feedback if you received a single halo on the Wave graphic.
  • Use the Wave Leader, Strong Performer, or Customer Favorite badge (if applicable; only available with a Reprints license).
  • Cite your own results using language such as “a Leader,” “highest scores possible in x criteria,” or “top scores in y criteria” (where applicable) .
  • Include the full report title at least once.
Presentation

Do Not

  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Cite your physical placement within the Wave graphic (for example, “[client name] placed highest, in the top right”.)
  • Use the Wave graphic or badge without providing access to your licensed Reprint or landing page.
  • Cite more than three non-comparative statements from the report without a Reprints license.
  • Compare your scores/results to other named vendors or show their scores.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.