Each month, Influencer Relations highlights one of the leading analysts in our industry. We ask one of our favorite analysts about their current work, past experiences and how to get the best out of them.
PHIL KENDALL
BACKGROUND:
Am an analyst of 25 years’ standing. Love the tech/telecoms industry, nothing stands still long enough to get boring. Juggling time with also being chair of my local school’s governing body, always very grateful for the education I received.
HOW DID YOU GET INVOLVED WITH AR?
Came out of university with a Masters in Economics/Econometrics and wanted to do something in business/economic research. Frankly speaking, it was the first job I was offered! But I haven’t looked back!
WHAT MADE YOU WANT TO GET INVOLVED WITH AR?
It’s a necessary and vital part of the industry analyst job – AR contacts are key to hunting down the relevant expert and keeping me up to date on company initiatives.
WHAT MAKES AN EXCELLENT INDUSTRY ANALYST?
Critical thinker, willing to abandon ideas as information/markets change (avoid confirmation bias), strong numerical skills, ability to talk passionately about their subject and be persuasive in arguments.
BIGGEST AR HORROR STORY:
It’s an ongoing one – AR contacts who are quiet all year and slow to respond (if at all) to requests, who suddenly want to set up multiple ‘briefings’ when they see you are judging an award they have submitted an entry for.
HOW IS THE INDUSTRY CHANGING/ HOW HAVE YOU ADAPTED DUE TO COVID-19?
A lot of our work focuses on the consumer market, where companies are having to re-think priorities or strategies as a result of Covid-19, needing to understand what they need to do differently now and when (or if) things will return to normal. To a certain extent, this uncertainty has increased the need for good up-to-date research, tempered slightly by the tightening of budgets that always happens during economic downturns. We have been conducting more consumer surveys, probably doing more projects and selling less syndicated research.
WHICH INDUSTRY ANALYSTS SURPRISE YOU?
Sue Rudd (a colleague!) – unbelievable mind, able to instantly grasp the most complex technical ideas and identify opportunities for them, while also recognising challenges.
Gabriel Brown (Light Reading) – good subject matter expertise, seems equally comfortable delivering that via white papers, presentations, webinars, panel sessions, and tweets.
