San Francisco-based Constellation Research and Digital Clarity Group of New York City have formed a "strategic alliance" to better compete with legacy research firms like Forrester and Gartner. 

The arrangement combines Constellation's strength in enterprise research and advisory work with DCG's brand and customer experience knowledge. 

It is not a merger, but a partnership that focuses on helping organizations on the buy-side.

"We feel like it's ripe for disruption," Scott Liewehr, CEO and co-founder of three-year-old Digital Clarity Group (DCG), told CMSWire about the research landscape. 

Enterprise Meets Brand

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Five-year-old Constellation specializes in areas like CRM, big data, security, cloud and collaboration. DCG's strengths are customer experience management (CEM), content management, e-commerce and business process management.

Combined, the alliance will offer:

  • Buy-side research on operationalizing experience management and facilitating the creative-to-commerce life cycle
  • Participation and hosting of buy-side client-facing events

Company officials claim no existing research firm can offer an "end-to-end perspective on digital transformation for both buy-side and sell-side clients." That's why they formed the Constellation/DCG alliance, they added.

Bring It On

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Big analyst firms, Liewehr said, offer a limited perspective of the companies they choose to analyze per their own criteria. These legacy analyst firms have shifted to a publishing model that basically provides insurance for risk-averse decision-makers, he said.

DCG and Constellation lead the "new breed of firms" that want to up-end the research industry by "getting back to the basics."

R "Ray" Wang, founder and principal analyst of Constellation Research, Inc., told CMSWire the alliance "allows us to talk to more than just the chief digital officer and helps us reach digitally savvy CXOs."

"More importantly," he added, "we can help in not only strategy but bring in deep industry experience across the creative to commerce lifecycle."

The Institute of Industry Analyst Relations recognized both firms as industry leaders last year. It named Constellation the Independent Analyst Firm of the Year, and named DCG the New Analyst Firm of the Year.