Ever wondered how those jokers at Frost & Sullivan managed to write such inaccurate reports on the digital signage and digital out of home sectors?
It’s about to be writ again / As I ask you to focus on / Sailors fighting in the dance hall / Oh man! Look at those cavemen go / It’s the freakiest show…
It’s actually quite simple…
Name: Pablo Barreneche
Interest: I have a general question
Message:I hope this e-mail finds you very well. Let me introduce myself. I am part of the ICT division for Frost & Sullivan (www.frost.com), a global research and consulting firm. Our main activity is the continuous monitoring and analysing of key trends across a wide range of industries, including ICT at a global level.
As a part of our ongoing research into the Digital Signage market, we are working on extending our 2011 market study, with the aim of getting a deeper understanding of market and industry dynamics in the key verticals of retail industry and hospitality.
In this context, we are interviewing a wide range of players throughout the Digital Signage ecosystem, including software vendors, hardware providers, network operators, media agencies, content creators and end-users.
I would very much like to have a brief discussion with you or any in-house expert. It would take approximately 30-40 minutes. We would obviously treat the discussion as confidential.
As a matter of gratitude for your participation, we will be happily to share with you the summary of our key findings.
If you accept, please could you indicate a time and date that are convenient for you? My colleagues and I will do our utmost to adjust to your certainly busy schedules. Your participation would be much appreciated.
…as all it involves really is bulk emails to various corporate websites pleading for 30-40 minutes of a vendors time! Half a dozen digital signage hardware and software vendors sent us this email above this week and last.
And lest anyone thinks we are being a little harsh let’s add just two things: –
- We know of several vendors who years ago were fed up with this ‘approach’ and who used to intentionally feed in bad data just to see how much unfiltered nonsense made it straight through (and the answer ‘almost all of it!!)
- These emails are generally to info@ and sales@ email addresses or addressed via web site feedback form. Mr Frosty doesn’t even appear to have a good database of who’s who in the industry
It’s a sad way to try and collect market intelligence and do (so-called) analysis but it’s sadder for all those who actually go out, buy this report and then believe what it says!