Research That Connects Technology Decisions to Business Performance
Starfleet Research is an IT market research firm focused on understanding how organizations use technology, data, business processes, organizational resources and performance measurement to achieve better outcomes. Our work is grounded in primary survey research, secondary market analysis, industry expertise and comparative benchmarking.
Understanding What Drives Better Results
Technology markets are full of information about products, features and adoption trends. Our research is intended to answer a more consequential question: what separates organizations that achieve stronger results from those that do not?
That requires looking beyond the technology itself. We examine the surrounding processes, organizational capabilities, data practices, metrics, implementation disciplines and management decisions that influence whether a technology-enabled initiative succeeds.
A market statistic can tell us how many organizations have adopted a technology. Benchmarking can help reveal how leading organizations deploy it, how they measure success, where their practices differ and which capabilities are associated with better outcomes.
This distinction is central to the Starfleet Research approach. Our goal is not simply to report what is happening, but to provide evidence that helps practitioners make better decisions and improve performance.
Evidence First. Context Matters. Performance Is the Test.
We approach research with a simple premise: technology creates value only when it improves an outcome that matters. The strongest studies therefore connect technology decisions to the operating practices and measures of success around them.
We gather input from practitioners with direct experience of the technologies, processes and business challenges being studied.
The same technology can play very different roles in a hotel, restaurant, retailer, healthcare organization or enterprise environment.
We examine which KPIs organizations track, how frequently they measure them, how performance is benchmarked and whether measurement drives continuous improvement.
Performance Is Multidimensional
Organizations using similar technologies can achieve very different outcomes. Our research examines the broader system around the technology to understand why.
Deep Vertical Expertise With Cross-Industry Perspective
Our research spans industries where technology decisions have significant operational, financial and customer-experience implications, while also examining enterprise initiatives that can be compared across sectors.
Led by Experienced Research Professionals
Starfleet Research is supported by analysts, subject-matter experts, writers and project teams across multiple industries. Research strategy and content direction are led by Jeff Zabin and Marianna Rosen.
Jeff Zabin
Jeff Zabin oversees Starfleet Media’s strategic direction and serves as research director of Starfleet Research. A widely recognized writer and speaker on next-generation business technology, he is the author of The Seven Steps to Nirvana and Precision Marketing, which have been translated into more than a dozen languages.
His prior experience includes serving as vice president and research fellow at Aberdeen Group Strategy & Research and leading product marketing at FICO. He also serves as managing editor of Hotel Technology News and Restaurant Technology News.
Marianna Rosen
Marianna Rosen leads cross-vertical research and content strategy for Starfleet Research, directing research analysts, overseeing project management and helping shape custom market research and research-based thought leadership.
She previously served as a senior investment banking research analyst at Citigroup’s Corporate Bond Research Division, where she published more than 100 research reports and notes, including company initiations, industry analyses and earnings recaps.
Clear About How the Work Is Produced
Starfleet Research produces independent, sponsored and custom research. The format and funding model may vary by project, but useful research depends on clearly defined questions, relevant market evidence and disciplined analysis.
Independent Research Within a Broader Industry Platform
Starfleet Research is the IT market research division of Starfleet Media. The broader organization also operates specialized industry publications and research-based content and demand-generation capabilities.
That relationship provides Starfleet Research with deep exposure to the technology markets, industry practitioners and decision-maker communities we study while allowing the research brand to maintain a distinct focus on market evidence, benchmarking and practical decision guidance.
On this site, the emphasis is deliberately on findings, methodology, benchmarking and analysis. Starfleet Media’s marketing and demand-generation services are presented separately so that Starfleet Research can remain focused on its core role as a market intelligence resource.
Follow the Evidence
Explore current findings, benchmark studies, Smart Decision Guides and research-based analysis across the industries and technology markets we cover.