How do you treat research from industry analysts within the mix of quant and qual sources?

In an inbound capacity, it is a source of information that allows you to back up or shape your PoV. Sometimes they are spot on sometimes their insight does not apply. That said, if you have a seat with an analyst firm, its always worthwhile to run a query with them and ask for feedback. On the quant side. Usually I find it difficult to translate their conclusions into my circumstances and environment, as definition don't line up. I go back to the source data that is more usable.

If your buyers are reading their reports, I treat it with the same weight as competitor positioning. In that—even if it doesn’t align exactly with your view of the world (it’s probably 9-12 months behind where you WANT the majority of your market to be)—it’s still a message that your buyers are hearing.