Spotlight’s Analyst Survey, 2025

Spotlight’s 2025 survey of industry analysts sheds light on a variety of trends that Analyst Relations pros need to understand. We are thrilled to share a synthesis of the results and the survey’s insights about valuable interactions, the perspective analysts provide, the adoption of generative AI, analysts’ recommendations of vendors, and more. 

What is the Analyst Survey?

Every year, Spotlight surveys industry analysts to understand where there is room for improvement in the practice of Analyst Relations (AR). Our goals for the survey are to …

• Monitor analyst sentiment regarding AR.
• Identify or validate trends in the evolution of the analyst’s role.
• Discover actionable insights to help the AR community enhance its efforts and relationships with analysts.

Who takes the Analyst Survey? What’s in the data?

We carefully manage the Analyst Survey to ensure that the dataset only represents industry analysts, such as experts who work for research firms like Gartner, Forrester, IDC, 451 Research, Omdia, Futurum Group, Nucleus Research, Moor Insights & Strategy, Everest Group, Red Monk, and many more – including independent analysts. 

Analysts’ answers are 100% anonymous. We do this to maximize their candor and comfort level in taking the survey.

Based on acknowledgments from analysts, we know the dataset includes the full gamut of research firms – from Gartner to independent analysts, and everything in between.

For our 2025 survey, we received 190 responses and conducted 11 interviews with a diverse group of analysts and former analysts.

How does Spotlight use and share the Analyst Survey data?

The first release – and the most notable takeaways – debut to the AR community each year at our AR Summit. Of course, we use the aggregated data to educate Spotlight employees and improve the consulting we provide to our clients.

New this year, we’re sharing a nine-part synthesis of the data and insights via a Substack series. The posts are free to read, and there is an option to receive alerts for additional posts.

What are the key takeaways from the 2025 survey?

1. Relationships Matter More Than Ever: Analyst Relations is still analyst relations. AR pros’ actions (and inactions) set the tone.
2. AR Can Create Unrivaled Value: The opportunity – and imperative – for AR to create strategic value for the business is at an all-time high.
3. Harness AI Before it Hinders You: GenAI is both an existential opportunity and an existential threat – for AR and analysts alike. It’s time for AR pros to seize the opportunity.

Where do I start reading?

The posts can be read in any order, but the Methodology piece is a great starting point. Here are all nine sections.

1. Survey Methodology
2. Analysts and Generative AI
3. Leveraging Analysts for Value
4. The Impressions Vendors Make On Analysts
5. Analysts’ Recommendations of Vendors
6. Analyst Interactions with the Business (Beyond AR)
7. Analysts and Customer Perspectives
8. Analysts and Public Content
9. Analysts and Self-Service Information Portals