Hurwitz & Associates is a business consulting firm that researches market drivers, customer benefits, and business value in order provide actionable strategic advice on product planning, marketing and positioning. We complement these services with thought leadership papers, SOA training, partnership optimization, webinars, and speaking engagements on related topics.

IT executives at top technology firms like IBM, HP, CA, Informatica, and Avaya have come to depend on our analysts’ extensive marketplace knowledge, hands-on business experience, and expertise in Service Oriented Architecture (SOA). They count on us for reliable, objective information that confirms or refutes assumptions and uncovers valuable insights.

Our clients include a range of technology organizations -- emerging companies that are going to market for the first time, Fortune 100 companies that are testing assumptions, introducing new products, and entering different markets, companies that want to incorporate new technologies into their IT environments. All benefit from Hurwitz services.

As analysts, we work collaboratively, using a cross-disciplinary, research-based, best-practices approach. We leverage primary research on customer needs, beliefs, and motivation and a deep knowledge of the technology market. By mapping customer pain to IT, we help our clients implement changes that allow them to deliver what the market wants.

The company was founded in 2003 by Judith Hurwitz.