Blogs

Blogs
Beyond Traditional Segmentation: Using the Shiver Grid to Diagnose B2B Tech Adoption Readiness
ByDuncan Chapple July 6, 2025
The global economic turmoil means B2B solution providers face anxious buyers. Understanding the deeper motivations behind customer purchasing decisions is more crucial than ever for effective marketing. Traditional segmentation models often miss important nuances that drive decision-making, making the Shiver Grid approach invaluable. First published during a project for Mimecast by Billy Hamilton-Stent and his…
Read More Beyond Traditional Segmentation: Using the Shiver Grid to Diagnose B2B Tech Adoption Readiness
Blogs
Mr Bean, like Bing’s $100bn stumble with ChatGPT, shows AI’s risks & rewards
ByDuncan Chapple February 23, 2023February 23, 2023
Marketers need realistic expectations of AI. Microsoft stock lost $100bn when ChatGPT gave false answers. But Rowan Atkinson as Charlize Theron showed the potential
Read More Mr Bean, like Bing’s $100bn stumble with ChatGPT, shows AI’s risks & rewards
Blogs
I’m hiring an AR programme manager
ByDuncan Chapple May 22, 2022June 12, 2022
I’m hiring a programme manager at CCgroup – B2B Tech PR. This is a key role where project management and people skills are more important initially than analyst relations knowledge.
Read More I’m hiring an AR programme manager
Blogs
Do tech CEOs take too much pay?
ByDuncan Chapple January 28, 2015
On Saturday, my comments about CEO pay were reported in The Independent, one of Britain’s major national dailies. As Merv Adrian’s article shows, industry analysts also recognise that CEO pay is now of the broad range of reputational issues that tech firms need to pay attention to anticipating. The Independent’s article was geared around salaries at…
Read More Do tech CEOs take too much pay?
Blogs
Four lessons from five thousand tweets
ByDuncan Chapple September 12, 2013
Listen, learn, appreciate and share are the four lessons I’ve learnt from 5,000 tweets as @DuncanChapple. A “tweetaversary” is an arbitrary and trivial landmark but, looking back, it’s been a valuable experience. Most importantly, I’ve realised that it’s important to listen to the silences as well as the messages on twitter. In the analyst industry,…
Read More Four lessons from five thousand tweets
1. Identify & Evaluate | 6. Features | Blogs
Oxford insight on how social media anticipates analyst trends
ByDuncan Chapple September 23, 2009September 25, 2009
Impact of social media is overestimated in the short-term and overestimated in the long-term: what was the message from the Oxford Social Media Conference last week. I was lucky to be invited to the event, held at its Said Business School. Thinking over the day, and especially comments by Richard Sambrook, I think the four…
Read More Oxford insight on how social media anticipates analyst trends
1. Identify & Evaluate | 6. Features | Blogs
Analyst firms must learn from the Mzinga case study
ByDuncan Chapple April 14, 2009April 15, 2009
Gianni Catalfamo, co-leader of the European Technology Practice of the Brodeur|Pleon Worldwide, has posed some important questions in his recent Mzinga case study. As one of the few nuclear engineers working in PR, Gianni’s thoughts are always worth reading. He discusses the choice of Forrester’s web strategist Jeremiah Owyang to caution clients about Mzinga, a…
Read More Analyst firms must learn from the Mzinga case study
5. Leverage Reputation | 6. Features | Blogs | Prioritize
Analysts as bloggers: three sides to a triangle
ByDuncan Chapple March 26, 2009July 30, 2014
Merv Adrian, the former Forrester analyst who recently founded IT Market Strategy, has produced a useful summary of some of the discussion about analysts who blogs. It’s a useful summary of the discussion on blogs’ influence, because it shows both what’s on people’s mind and also the blind spots that are not coming up in…
Read More Analysts as bloggers: three sides to a triangle