In our day-to-day life we are exposed to many purchasing decisions. Going to the supermarket to get some food or buying widgets in an internet shop is no longer a quick and easy task. The diversification of vendors forces us to go through a conscious or unconscious decision making process. It is always interesting to study the reasoning that leads to an action, especially for marketing people, and it is a social phenomenon in constant evolution, ranging from the traditional word of mouth to the most modern surfing of internet forums.

The same happens when a company has the opportunity to make a BI investment and has to choose a vendor that fulfills their particular needs. There are some specialized consulting companies that carry out complex market studies, but the feedback received from clients or contacts is just as influential to the decision making process.

This blog article is focused on the latest studies from Gartner and Forrester regarding SAP BusinessObjects.
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