Industry analyst Joyce Putscher (http://instat.com/bios/putscher.asp)  has seen a lot of changes in both tech companies and within the analyst community itself.  Although she now manages In-Stat's Connected Digital Home service, in her 25+ years of experience in the electronics and engineering technology fields, she's pretty much seen it all.  As part of our continuing series of interviews, VOXUS asked her to comment on how young companies can best gain face time with her, what innovations she's following these days and even how job seekers might break into a career as an industry analyst. 

1) We've noticed a change in the analyst community in terms of proximity.  Many industry analysts now work from home offices instead of from their group's corporate  headquarters.  This presents a challenge for arranging face-to-face meetings with company representatives.  How are you connecting with clients and potential clients?  Via trade shows, and if so, which ones?  Do you use or like web presentations for product demos?  Any other tips for gaining face time with you?
 

The Consumer Electronics Show in Las Vegas is THE primary show for covering consumer electronics devices and home networking-related markets.  Ideal venues, from both a start-up perspective (less cost than the LVCC) AND an analyst perspective (less mileage on the feet), are the Digital Experience and Showstoppers events.  Speaking from an analyst viewpoint, or from anyone who has to walk the LVCC back and forth, your "dogs" get extremely tired each day.  So, I look forward to getting much accomplished at those events.

Working remotely means taking advantage of teleconferences, and various forms of presentations.  I have been satisfied with web presentations for product demos, and believe that method is a great alternative.

As for any analyst, the product, technology, or service needs to be in my bailiwick in order to spark my interest.  It is vastly different than 15 years ago, where you might have group meetings once a week to sort through mailed-in press releases to choose which analyst they belonged to!  Now, there is an overload in information, to put it mildly.  But, that said, it seems to work better to have information pushed at analysts, rather than having them sign up with company websites in order to get applicable news.  It is ideal to only be put on specific distribution lists by marketing communications or analyst relations folks that are applicable to that analyst.  This typically occurs after briefings or interviews take place regarding specific topics.

2) You're currently covering several consumer sectors: home networking and digital media adapters/players/receivers being two of the areas.  What are you tracking as upcoming "next big things" in these spaces?
 

Although digital media adapters have been emerging for a number of years, new online video service-capable CE devices are coming to market that may eventually take these devices to the next level of being used in an average home networked household.  The Netflix Player is an ideal example of such a device.  At $99, it is priced at the most popular price point that consumers are willing to spend on such a device, according to our consumer research.

The term "over the top" is sometimes used for this type of device, but it is a somewhat fuzzy term that can be applied to a number of products, and can mean different things to different people.

3) With the job market intensifying, any advice you can give to current technology company employees who might be thinking about transitioning to the analyst world?
 

Intern and contract opportunities: During economic downturns, contract opportunities tend to increase among analyst firms.  Depending on the company and structure, intern opportunities may also present themselves. 

Entry level, New graduates: Times have changed.  What used to be primarily an opportunity for experienced engineers, and technical marketing or market research professionals, has transitioned into one where entry level positions can be available for new graduates in companies who want to bring someone in at a lower salary level and train them.  Although not exclusively an opportunity for those with new MBAs, that is now a common requirement and starting point for those without relative experience.

Entry level, Seasoned professionals: Even in tough times, openings can occur; however, higher position levels will typically require either very specific experience/background related to the market(s) to be covered, or previous analyst experience covering a related area.  Successful candidates may have previous analyst experience, market research background, engineering background, or technical marketing background.

Whether a person finds success as an analyst depends on his or her: 1. Personality (are they outgoing or abhor the thought of cold-calling people?) 2. Strengths (are they persistent or give up easily?) 3. Talent for crunching numbers and creating forecast models. 4. Ability or not afraid to speak in front of large audiences. 5. Ability to sift through a ton of marketing speak and industry hype to get down to realistic assumptions and realistic potential for a technology or product. 6. Ability and willingness to put yourself on the line by developing your own forecast and defending it.

It is a marketing person's job to create "buzz" and hype around technologies and products, but it is an analyst's job to be objective and to arrive at defendable assumptions and market forecasts.  But, you must realize that you will always find a Goldilocks scenario.  Out of three companies, one will say your forecast is too high, one will say it is too low, and the other will say it is just right.

 

Tags: joyceputscher, instat