Commissioned research is a study a firm produces under contract for a single client, typically disclosed as commissioned and used by that client in its own marketing.
Common formats include commissioned surveys, total-economic-impact style studies and custom market analyses. The client funds the work and generally has input into scope; the firm retains control of methodology and findings.
Commissioned research vs. an evaluation result
A commissioned study is not a Magic Quadrant, a Wave or a MarketScape, and being the subject of one is not a placement.
The presence of a firm's logo on a document says nothing about which of the two it is. The disclosure line does.
Why it matters
Buyers increasingly distinguish between the two, and presenting commissioned work as though it were independent evaluation is the single fastest way to lose analyst goodwill.
The reputational asymmetry is severe: correctly disclosed, a commissioned study is a legitimate and useful asset. Blurred, it costs the vendor credibility with both the buyer and the firm, and it is trivially easy to check.
Related: Syndicated research · Reprint rights · Strategy day
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