At 3Sixty Insights, the pace of change across the software and technology landscape is accelerating beyond what traditional research models can realistically keep up with. In this video, Nicholas Biron explains how the rapid expansion of solution providers, continuous product innovation, and growing volume of vendor communications are fundamentally reshaping the way independent research must be conducted.
As a result, 3Sixty Insights is evolving its approach to market coverage. Moving forward, the firm will prioritize vendors that actively engage in direct, ongoing conversations with analysts. These real-time discussions provide the context necessary to better understand go-to-market strategy, customer outcomes, product direction, and market positioning.
Secondary inputs — including earnings calls, websites, AI-generated summaries, press releases, and curated customer stories, still provide value, but they are no longer sufficient on their own to support accurate, unbiased, and current research coverage in a market that is changing this quickly.
This shift reinforces a core principle at 3Sixty Insights: meaningful research requires meaningful engagement. Without consistent dialogue between analysts and vendors, coverage risks becoming incomplete, outdated, or disconnected from actual market realities.
In this video:
- Why traditional research inputs are no longer enough
- How accelerated vendor innovation is impacting analyst coverage
- Why direct analyst engagement is becoming increasingly critical
- How 3Sixty Insights is redefining research engagement standards
- What vendors should do to ensure inclusion in ongoing research coverage