MWD recently took an interesting step by putting its research under Creative Commons, making their work free for non-commercial use (what ever that means). In their opinion, if you’re not a leading research firm [by revenues] then few firms really want to buy research. That squares with our research findings: they Google it. This strategy increases the readership of their reports and turns them, very effectively, into a marketing tool to get their name around and to develop consulting and custom research projects.
Today they are announcing some new alliances. We are gaging the reaction to their news, and will report back soon.