# Aberdeen Strategy & Research

> Aberdeen Strategy & Research is a business technology research firm and a division of Spiceworks Ziff Davis. It uses primary surveys and performance benchmarking to produce research, custom intelligence and content for technology buyers and B2B marketers.

- **Founded:** 1988
- **Headquarters:** Waltham, United States
- **Founders:** John Logan (Co-founder; historical president), Peter Kastner (Co-founder; historical chief research officer), Thomas Willmott (Co-founder; historical group vice president)
- **Products:** Market-facing research assets, Custom research, Analyst intelligence briefings, Research library, Knowledge Briefs
- **Notable:** Built a research business founded in 1988 and now operated within Spiceworks Ziff Davis., Acquired The Big Willow in December 2018 to expand buyer-intent capabilities., An Aberdeen-published Verint case study reports over 400 leads from one report during a demand-generation campaign.

## Products & services

- **Market-facing research assets** — Research-led reports, eBooks, infographics, checklists and analyst speaking engagements for technology marketing.
- **Custom research** — Surveys and research for message testing, brand positioning, concept testing, feature prioritization and audience profiling.
- **Analyst intelligence briefings** — Private briefings drawing on industry analysts and primary research.
- **Research library** — Existing research assets covering technology, cybersecurity and customer engagement.
- **Knowledge Briefs** — Compact research documents; the Verint case records commissioned briefs beginning in 2017.
- **Historical intent-data services** — The 2018 acquisition announcement described data feeds, CRM delivery, intent-targeted advertising and cost-per-lead programs. These are historical offerings, not a verified current catalog.

## Achievements

- Built a research business founded in 1988 and now operated within Spiceworks Ziff Davis.
- Acquired The Big Willow in December 2018 to expand buyer-intent capabilities.
- An Aberdeen-published Verint case study reports over 400 leads from one report during a demand-generation campaign.
- A July 2025 survey covered 325 CX and front-office leaders.

## Latest updates

- **2026-02** — The research library lists Jim Rapoza’s IT Modernization 2025 article on February 4 and Derek Brink’s annual IT-spending analysis on February 3.
- **2026-07** — The overview page, displaying a July 7 update timestamp, features 2026 IT modernization and secure remote access reports, alongside the AI performance gap research. This timestamp is a page update, not a report publication date.

## Links

- Website: https://www.aberdeen.com/
- LinkedIn: https://www.linkedin.com/company/aberdeenstrategyandresearch/
- Twitter/X: https://twitter.com/aberdeengroup
- Facebook: https://facebook.com/aberdeengroup/

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Profile page: https://yespress.io/aberdeen-strategy-and-research
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Last updated: 2026-09-30