Duncan Chapple bridges the worlds of practice and scholarship in B2B technology, serving as both influencer relations lead at SageCircle and co-director of the Analyst Observatory at the University of Edinburgh Business School. With over two decades of experience, he brings unique insight into how advisors and analysts perceive and evaluate technology service providers.
As co-director of the Analyst Observatory, an ESRC-funded initiative, Duncan studies how solution providers leverage influencer endorsements for competitive advantage. His research, published in journals including Organisation Studies and the Journal of Management Studies, explores the impact of advisory services.
Throughout his career, Duncan has worked with prominent names including Accenture, IBM, Siemens and T-Systems. His perspective is enriched by experience on both sides – as a former analyst at Ovum (now Omdia) covering enterprise technology solutions, and as an professional managing relationships with major firms like Gartner and Forrester. His track record includes doubling program mindshare within first years of management and executing comprehensive global Third Party Advisor mappings.
A graduate of London Business School (MBA) and holding a Master of Science by Research from Edinburgh, Duncan combines academic rigor with practical expertise. He is a Certified Industry Analyst Relations Professional and an IIAR Certified Professional. His multilingual capabilities in German and Dutch have enabled effective stakeholder management across European markets.
As co-author of three books on business relationship management and organizer of the annual Analyst Relations Forum, Duncan continues to shape both practical and theoretical understanding of how analyst relations influences the technology industry landscape.
