Inside Gartner Research

How the art, science and rigor

behind our research process
and proprietary methodologies
help you make the right
decisions, every day.

Information technology is critical to supporting increased productivity, service improvement

and revenue in every organization around the worldand its importance is growing daily.
Industries as diverse as automotive manufacturing, consumer retail and healthcare delivery
are embedding technologies into products that collect data from thousands of new sources,
creating, as analyst and Gartner Fellow Richard Hunter says, a world without secrets. Its
a world awash in information and absent of privacy, in which certain companies will earn
not just trust, but the right to tell their clients what matters and why, and to lead.
Dozens of people and parties will have the power to influence business direction, services,
products and reputation, almost randomly, across global markets, outside official channels,
through a potentially infinite Web and at a head-spinning pace, converging in what analyst
and Gartner Fellow Diane Morello has termed the hyperconnected enterprise. Organizations
that succeed in harnessing IT-enabled collaboration will lead. Those that dont may be at a
serious disadvantage.
Technology providers play an increasingly important role in the organization, as techniques
such as software as a service and virtualization impact everything from business process
transformation to licensing costs to deployment strategies. Yet strategic vendor
management, as analyst and Gartner Fellow Andy Kyte reminds us, is rarely treated seriously
as a business discipline, resulting in too many dysfunctional business relationships and
unproductive fear and suspicion on both sides.
These are but a few examples of the complex issues you face as a technology user, provider
or investor making Gartner more relevant than at any time in our 35-year history. Our
research touches on hundreds more IT applications today than it did even five years ago.
Yet Gartner IT Score, IT Market Clock, Hype Cycle, Magic Quadrant, Vendor Rating and
Market Forecast accommodating far more information than in previous IT generations
remain the most intuitive, easy-to-use tools in the industry, thanks to their underlying
methodologies that deconstruct ITs complexity.
Many of you have expressed a desire for greater transparency into the ways we manage
our research process and methodologies. This document is designed to give you a closer
look at how they work. We know its our responsibility to earn your trust and were
confident efforts like Inside Gartner Research will make a difference in how you use IT to
enable the business outcomes you desire.

Peter Sondergaard
Senior Vice President, Gartner Research

Contents
4 How To Use This Booklet
4 Why Research Matters
5 Setting the Research Agenda
5 Developing the Research Story

Scenarios 6
Key Issues
6
Strategic Planning Assumptions 6

7 Inside the Gartner Research Process

Refining scenarios
7

Conducting Comprehensive Surveys
7

Analyzing the Emergence of Patterns
7

Creating the Stalking Horse
7
Validation 8

8 Inside the Gartner Research Methodologies

Gartner Magic Quadrant

9
Gartner Critical Capabilities
13
Gartner Hype Cycle
15
Gartner IT Market Clock
18
Gartner Market Guide
20
Gartner Vendor Rating
21
Gartner ITScore
24
Gartner Market Share
26
Gartner Market Forecast 28

29 The People Who Make It Work

Gartner Research Communities

Gartner Fellows
Gartner Research Chiefs
Gartner Agenda Managers
Office of the Ombudsman

31 Summary

29
29
30
30
30

How To Use This Booklet

This booklet is designed as a reference you can read from cover to cover or refer to for
more information when you need it. It is also a useful guide for people new to your
organization who may be unfamiliar with Gartner research. Inside, youll see how Gartner
analysts engage our mature research processes, proven methodologies and diverse
client base to help you put technology to work.

Why Research Matters

There are many ways to inform your decisions about technology. One way is with
research. What differentiates Gartner insight from other ways of getting information is
a mature research framework supported by rigorous methodologies that have proven
their effectiveness for three decades.
The goal of our research is to create independent insight that is not just reliable, but
actionable. We sustain this goal by drawing on the most diverse community of technology
users, providers and investors in the world (this community currently includes thousands
of clients from more than 9,100 distinct enterprises). This enviable position helps us
deliver a rich, multi-lens perspective. For example, our findings and conclusions about
how technology is impacting the retail industry advise the retailer, the retail technology
provider and those interested in retail technology as a financial investment.
Gartner has an intimate knowledge of
my role and my organization, as well as
an appreciation for the specific problems
we are trying to solve with technology.
CTO and Director of IT Services,
Australian University

Several other characteristics help us sustain our unique position:

An independent, unbiased approach

There is no shortage of information about IT markets. There is a shortage, however, of
actionable advice from a qualified, unbiased source. As an independent research
organization, were not obligated to any external agenda and were not shy about
putting solid stakes in the ground about how technology is impacting the future.

A quantitative/qualitative blend
We do more than collect facts, findings and observations. We tell you what it all means.
While our quantitative skills are highly respected throughout the industry, we never
omit the qualitative level that tells the story behind the numbers the story others may
not be seeing.

Peer review and collaboration

The insight authored by any single Gartner analyst is subject to a peer-review process
before it is published. Each document is reviewed by multiple sets of objective eyes in
order to fully test and challenge the conclusions, as well as the relevance and business
value of the research.

Rigorous, proven methodologies

Research methodologies, based on repeatable, proven processes, prescribe logical
steps that must be taken each and every time a methodology is executed. Our
methodologies, which are continually updated and improved, are among our most
valuable assets because they play a quality assurance role that is never compromised.

Finely tuned, role-based insight

When you succeed in your role, so do we. In addition to research topics, we organize our
insight around key IT leadership roles, helping you individually and collectively deliver the
business outcomes you expect from key disciplines such as security, sourcing, enterprise
architecture, application management, business intelligence and information management.

gartner.com/methodologies

Setting the Research Agenda

Clients often ask us how we decide what to study. Our business model, which positions
us at the heart of technology users, providers and investors, engages all our constituents
in the agenda-setting process:

Client interactions from user, provider and investor inquiries, as well as vendor
briefings, expose trends and highlight new issues. Search statistics and Web page
views on gartner.com further inform our agenda ideas.
Focus group and survey results help us refine the agenda. Personal interactions
at events provide additional insight, which feeds into our quarterly review and
recalibration process.

User councils and advisory boards, designed to gather critical feedback about
our ongoing research, are conducted regularly with representatives of all our constituent
groups worldwide.
Associates from other Gartner business units, such as managing partners from
Gartner Consulting, provide input into the client implementation strategies they see
occurring in the field. Gartner product managers share the market analysis they conduct
to support the development of new research offerings. Gartner sales executives share
the challenges their clients are facing.
We arent just internally focused when it comes to constructing the research agenda.
We also track trends and gather ideas from secondary research and multiple sources
throughout industry and academia.
While all of the above sources drive our agenda decisions, there are instances when
formal agenda managers recommend that we explore a picture that is larger or more
significant than what is revealed from our standard data collection process.
Moreover, our agenda is not set in stone. The agenda process is designed for change.
For example, analysts constantly test their models, resulting in new ideas or ways of
looking at things. Unforeseen market events, management announcements from key
users or providers, or merger and acquisition activities can also trigger adjustments to
the agenda.

Developing the Research Story

Gartner research reports are designed to tell a compelling story of how a situation is
impacting those who are affected. But its more than situation and impact analysis.
Every piece of research articulates the courses of action clients can take to achieve
a desired business outcome. For example, Vice President and Gartner Fellow Tom
Austin says:

I am looking at ways to innovate

customer experience, service excellence
and operational efficiencies to drive costs
down. Gartner insight plays a role in all
of this.
VP, Information Technology,
Paper Manufacturer

Every business wants to be more productive. But strategies that focus on cutting
routine production costs are running out of steam. A new wave of approaches
ranging from social tagging, expertise location, social network analysis and content,
and other new analytic and inferential tools help people and organizations improve
their performance on non-routine tasks to improve the leverage of people with scarce
and valuable creative skills. The results lead to enhanced business agility, innovation
and revenue growth.
Austin and his peers study the high-performance workplace to discover how
productivity can be enhanced through technology investments that yield higher returns
on existing resources, rather than by cutting resources. Gartner research in this area
looks at investment strategies that depart from traditional thinking to create desired
business outcomes with more innovative approaches.
Gartner reports use the elements of our research architecture Scenarios, Key Issues
and Strategic Planning Assumptions to tell the complete story.

gartner.com/methodologies

Scenarios
Gartner Master Scenarios paint a 30,000-foot aerial picture of the entire IT industry
or a large geopolitical issue. For example, if the price of oil triples, what impact will that
have on your near- and long-term business decisions? It might mean more investment in
videoconferencing and wireless devices since people will travel less. How will other Web
and audio technologies be affected? Moreover, what alternate scenarios could play out?
If youre a retailer or distributor, what impact would a new megavendor, Goog-Azon,
created from a merger between Google and Amazon, have on your business? These
events would alter the outcome of any large scenario; hence, we develop other pictures
to help you prepare for the unexpected. Overall, topic and theme scenarios describe
how events will unfold over the next few years based on trends we see developing today.
Finally, how will scenarios and their associated predictions play out in different global
regions? Areas in software, hardware and IT services are covered in five global regions
in fields of study such as Web services, real-time infrastructure, application development,
environmentally sustainable IT, mobile computing and others.

Key Issues
Key management issues emerge from every scenario. For example, what are the
technologies that are positioned to change an industrys predominant way of doing
business? For example, how will rising demand for energy in developing nations affect
decisions about data center power and cooling? Which providers are leading in helping
data centers address inevitable power deficiencies? Key issues help you identify and
prioritize the types of decisions youll likely face as scenarios play out.

Strategic Planning Assumptions

The positions we take in our research are framed as Strategic Planning Assumptions
(SPAs): the best Gartner answer to a key issue at a given point in time. SPAs include
a concise positioning statement and a time frame to address questions long before all
the facts are known and the answers become obvious, providing early advice to inform
proactive planning.

For example:
By 2020, consumer data collected from wearable devices will drive 5% of sales from
the Global 1000.
By 2017, over half of consumer goods manufacturers will employ crowdsourcing to
achieve fully 75% of their consumer innovation and R&D capabilities.
An SPA creates a debate around an assumption. It goes beyond the facts and data into
suppositions and judgment calls. In client organizations that want to be technology
leaders, decisions are often educated judgment calls. SPAs are part of the education.

gartner.com/methodologies

Inside the Gartner Research Process

Whether youre a technology user, provider or investor, you support important decisions
with predictions of how likely it is that current trends will convert to meaningful events.
Our five-step research process helps us accurately interpret how trends that impact your
future could play out.

Refining Scenarios
What revolutions or major discontinuities in IT will take place over the next five to
10 years? What kind of impact will they have on your current and future processes
and investments?
Questions like these drive our research objectives. And because were independent and
not tied to any predetermined outcome, we set objectives that explore tough situations
or outcomes that people may not want to hear. Research objectives are updated as the
industry evolves through technology advances, industry consolidation and changing
business models.

Conducting Comprehensive Surveys

Once an objective is set, analysts gather information through formal and informal
surveys of IT users, technology providers and investors, business professionals,
academicians and other researchers. For example, analysts survey technology
users investment and budget plans, and consult financial reports and government
macroeconomic studies. Ideas are brainstormed within Gartner research communities.

Analyzing the Emergence of Patterns

Often the events that are flashy or cause the biggest reactions get disproportionate
attention from technology providers or the media. Or they drive conclusions that
are based on a short-term event that doesnt have staying power. Our analysts
arent distracted by blips on the radar, no matter how large they are, without doing
additional homework.
By analyzing lots of data from lots of sources, Gartner can begin to see valid patterns
emerging within markets. Assumptions are modified, new revelations are sparked, and
scenarios are updated.

Creating the Stalking Horse

After analyzing data, information and opinions, analysts ask the important question:
What position should Gartner take? But the information gathering doesnt end here;
its really just begun.
A stalking horse is a position released into the analyst environment to be examined
from divergent viewpoints, adjusted, tested and adjusted again, until it appears to be the
strongest conclusion to offer clients. In creating a stalking horse, we initiate challenges,
questions, more debate and achieve greater understanding.

The Gartner research

process turns complex
information into actionable
advice you can use for
business advantage.

gartner.com/methodologies

Validation
The final step validates our findings against multiple sources (both internal and external).
We do a final search for input from all available channels. This is coupled with intense
internal debate over our conclusions. Consensus on the position is reached, or the
position is discarded.
Updating our research process is an ongoing process because our research architecture
demands it. Validation restarts the process to ensure we keep pace with the rapid rate
of change in the business and IT environments.

Inside the Gartner Research Methodologies

Clients value the underlying methodologies of our research process because these
methodologies bring simplicity to complex situations. The graphical summaries
methodology quickly inform and hasten decision cycles, helping you tackle complex
decisions about IT investment priorities, the impact of globalization, the application of
emerging technologies and other critical issues, with greater efficiency and effectiveness.
Highlighted are nine Gartner research methodologies:
Magic Quadrant
Critical Capabilities
Hype Cycle
IT Market Clock
Market Guide

Vendor Rating
ITScore
Market Share
Market Forecast

gartner.com/methodologies

Gartner Magic Quadrant

All our constituents, from users to providers to investors, have an interest in
understanding and evaluating the major IT markets. But when markets are at different
stages of maturity, and participating providers vary in their competitive strategies, this
can be a daunting task. It all comes back to the need for a consistent approach, a
benefit provided by Gartner market analysis methodology.
Markets vary in many ways, but all follow a predictable life cycle: embryonic, emerging,
high-growth, consolidating, mature and declining. Gartner Magic Quadrants help clients
understand markets in the middle phases of their life cycle by evaluating providers on
their completeness of vision and ability to execute.

How Gartner Magic Quadrants position the providers

Magic Quadrants place providers that compete in growth markets in one of
four quadrants.

Challengers
Challengers are well positioned to execute, but may not have a strategy in place to
maintain strong, up-to-date value propositions for new customers. Larger providers
in mature markets may often be positioned as Challengers because they choose to
minimize risk.
Although Challengers typically have significant human and financial resources, they may
lack vision, innovation or overall understanding of where the market is headed. In some
cases, challengers may offer products that dominate a large but shrinking segment
of the market. Challengers have the opportunity to move into the Leaders quadrant by
expanding their vision.

Niche Players
Niche Players do well in a specific market segment or they have limited ability
to innovate or outperform other providers. This may be because they focus on a
functionality or geographic region, or they are new entrants to the market.
Assessing Niche Players is more challenging than assessing providers in other
quadrants. While some Niche Players could make progress, others do not execute
well and may not be able to keep pace with broader market demands.

Ability To Execute

Challengers

Niche Players

Leaders

Visionaries

Gartner Magic Quadrants

are a culmination of research
in a specific market,
offering a wide-angle view
of the relative positions of
the markets competitors.

Completeness Of Vision
gartner.com/methodologies

Leaders
Leaders provide mature offerings that meet todays market demand. These providers
also demonstrate the vision necessary to sustain their leading position as the market
evolves. Leaders focus and invest in their offerings in ways that impact and influence the
markets overall direction.

Visionaries
Visionaries align with the Gartner view of how a market will evolve, but they have lessproven capabilities to deliver against their vision. In new markets, this status is normal.
But in more mature markets, it may reflect a competitive strategy for a smaller provider
(such as selling innovation ahead of mainstream demand), or a larger provider trying to
break out of a rut to differentiate.
For providers and customers, Visionaries fall into the higher-risk/higher-reward category.
They often introduce new technology, services or business models, but they may need
to build financial strength and more sophisticated service, support, and sales and
distribution channels.

The analysis behind Gartner Magic Quadrants

A uniform set of evaluation criteria is used to assess how well technology providers are
executing against their stated vision. The criteria used to assess a providers
completeness of vision, positioned on the Magic Quadrants horizontal axis, includes:

Market understanding
Ability to understand and translate buyer needs into products and services.

Marketing strategy
Consistent communication of a clear, differentiated set of messages through the Web,
advertising, customer programs and positioning statements.

Sales strategy
Ability to mobilize the complete marketing and sales mix using channels, marketing,
sales support and communication affiliates to extend the scope and depth of the
providers market reach and customer base.

Product and service strategy

The approach to product development and delivery; ability to differentiate functions,
methodology and feature set in relation to current and future requirements.

Business model
The validity and logic of the underlying business proposition.

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Vertical industry strategy

Strategy for directing resources to meet the needs of market segments, including those
of vertical industries.

Innovation
Marshaling of resources, expertise or capital for competitive advantage, investment,
consolidation or defense against acquisition.

Geographic strategy
Strategy to meet the needs of regions outside of the providers home or native area,
directly or through partners, channels and subsidiaries.
The providers ability to execute, positioned on the Magic Quadrants vertical axis,
assesses its capabilities in:

Product and service management

Product and service capabilities and product management, quality, feature sets and skills;
these capabilities can be offered natively or through original equipment manufacturers
(OEMs) as defined in the market definition and detailed in the quadrants subcriteria.

Overall viability
An assessment of overall financial health, the financial and practical success of the
relevant business unit and the likelihood the business will continue to invest in its
product offerings.

Sales execution/pricing
Pre-sales capabilities and support structure, including management, pricing and
negotiation, pre-sales support and the overall effectiveness of the sales channel.

Market responsiveness and track record

Ability to respond, change direction and act with flexibility to achieve success as
market gaps develop, competition increases, customer needs evolve and market
dynamics change.

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11

Marketing execution
The quality and efficacy of programs designed to deliver the providers message to
influence the market, promote its brand, increase product awareness and create
buyer empathy.

Customer experience
Relationships, products and programs that enable clients to experience success through
the providers offerings; includes the ways customers receive account support and
technical assistance, the quality and availability of customer support programs, access
to user groups, and the quality, flexibility and availability of service-level agreements.

Operations
Ability to meet goals and commitments, including the quality of organizational structure
and systems that enable the provider to operate effectively and efficiently.

How clients use Magic Quadrants

Clients use Magic Quadrants as a first step toward understanding the providers they might
consider for a specific investment opportunity. With Magic Quadrants, technology users:
Map provider strengths and challenges against their specific needs
Get educated quickly about a growth markets competing providers and their ability
to deliver on what users require today and in the future
Understand how a markets providers are competitively positioned, and the strategies
they are using to compete for user business
Magic Quadrant contextualization may extend a Magic Quadrant by providing industry,
region or company-size perspectives about market direction, technology selection and
vendors to consider for that perspective.

Magic Quadrants in action

Like most healthcare providers, our technology partners must understand the
challenges of integrating our clinical systems with biomedical devices while we
continue to automate the management of medical records. Gartner Magic Quadrants
help us understand how the IT providers in our space are relatively positioned to
meet our immediate application and integration needs. Magic Quadrants also keep
us informed of providers that are innovating new solutions to old problems. They are
key to our portfolio management.
CIO, Healthcare Provider

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Gartner Critical Capabilities

Gartner Critical Capabilities will help you determine which technology or service best
fits your needs by providing a comparative analysis that scores competing products or
services against the set of critical differentiators identified by Gartner. Critical Capabilities
reports show in graphical and tabular form which products or services are a best fit in
the most significant usage scenarios for that market. These documents enable you to
assess the comparative strengths of multiple products and services against your current
(and future) needs.

Understanding Gartner Critical Capabilities Analysis

Together, Gartner Magic Quadrant and Critical Capabilities enable you to gain additional
insight into a market and its vendors, along with a deeper dive into the products and
services they offer. While Magic Quadrants assess the vendors broadly in a market, a
Critical Capabilities report assesses the products or services in a market.
To evaluate products and services for Critical Capabilities, Gartner uses a
comprehensive process that defines the boundaries of a market and the products
and services offered by that market.

Defining Use Cases and Capabilities

In defining the product/service category for evaluation, a Gartner analyst first identifies
the leading usage scenarios for the products/services in this market. What needs are
end users looking to fulfill when considering products/services in this market? All of
the common client deployment scenarios are modeled. Some scenarios are combined,
and less significant ones are eliminated, leaving between three and seven distinct client
scenarios that define the use cases for the specific market.

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13

Our methodology requires that the critical capabilities for a class of products or
services are defined. These are attributes that differentiate products and services in
a class in terms of their quality and performance. The critical capabilities will typically
form a small subset or a grouping of the features commonly required by this class of
products and services, not the entire range of capabilities that could be assessed. The
capabilities that form the most important criteria for acquisition decisions for the defined
usage scenarios are then established. These critical capabilities are distinct from the
multitude of important criteria that would be common across all usage scenarios, but
that offer little differentiation. Each capability will be more or less important to every use
case defined, which is represented by its weighting.

How clients use Critical Capabilities

You can use Critical Capabilities to help gain a view of the positioning of providers
products and services, allowing comparisons against a critical set of differentiators to
support your strategic decisions. You can reference a Gartner use case or try the
interactive features to customize the use cases used by a Critical Capabilities to suit your
business needs and requirements and see which products or services are the best fit.
The interactive Critical Capabilities features can help you save time by offering the ability
to download customized use-case graphics and scoring data that can be integrated into
decision-making reports.

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Gartner Hype Cycle

In IT, its not hard to find hype around a new idea that promises to generate new
revenue or reduce costs. New applications of technology arise all the time, proposing
more efficient ways to sell your product, consolidate your data centers or collaborate
with suppliers.
But when will such applications pay off? Which applications are commercially viable
in the short term and which still need time to mature? Perhaps youre comfortable
managing your own adoption issues, but what might discourage adoption of customers
or partners?
Gartner Hype Cycles are designed to answer these questions and more. Each year, we
publish Hype Cycles that analyze 2,000 technologies, applications and trends across
122 IT, business and consumer markets.

How Hype Cycles trace a technologys life cycle

Every new technology goes through five phases, beginning with an event that triggers
significant publicity, through growth and maturity that lead to an era of productivity.

Technology Trigger
A potential technology breakthrough kicks off new hype when a product or technology
is introduced. There is often excitement and energy around the new technology and its
applications, although sometimes there is no usable product and commercial viability
is unproven.

Peak of Inated Expectations

Next come rising expectations of first-generation products that might be highly
specialized or even difficult to use. Early publicity produces a number of success
stories, often accompanied by scores of failures. Products are highly priced as
technology providers recover R&D costs. During this phase, aggressive organizations
may start to pilot the technology, particularly if it promises competitive advantage.
These organizations work closely with the providers to create customized solutions for
their requirements.
As the Peak of Inflated Expectations crests, more technology providers jump in and the
competition increases. A growing number of enterprises examine how the technology
may fit within their business strategies, although most do not take action.

Expectations

Peak of Inflated
Expectations

Technology
Trigger

pe
lo

gh
nli
fE

m
ten

ent

Plateau of
Productivity

Gartner Hype
Cycles provide
a graphic
representation
of the maturity
and adoption of
technologies and
applications.

Trough of
Disillusionment

Time
gartner.com/methodologies

15

Trough of Disillusionment
Issues with first-generation products arise, often because the technology is pushed
beyond its limits. Negative publicity sends the technology and its applications into the
Trough of Disillusionment. The technology does not live up to the inflated expectations
and is rapidly discredited. Some of the early trials end in highly publicized failures. A
significant amount of provider consolidation occurs.
However, amid the disillusionment, trials are ongoing and providers are improving
products based on early feedback. Some early adopters find benefit in putting the
technology to work.

Slope of Enlightenment
The technology begins its climb toward the early stages of maturity as second- and
third-generation products are launched, and methodologies and tools are added to
ease the development process. Aggressive organizations are comfortable managing any
adoption issues, while moderately aggressive organizations initiate pilots. Conservative
enterprises remain wary.
At the beginning of this phase, penetration is often significantly less than 5% of the
potential market. This will grow to approximately 20% as the technology enters the
Plateau of Productivity.

Plateau of Productivity
The Plateau of Productivity represents the beginning of mainstream adoption, when the
business benefits of the technology are positively measured. As the technology matures,
an ecosystem of multiple providers of products and services emerges. Adjacent
markets that extend the technologys value also emerge.
As applications are adopted in thousands of enterprises, the hype begins to diminish
and the criteria for assessing provider viability become defined. The technologys broad
market applicability and relevance are clearly paying off.

When can you expect mainstream adoption?

Technologies take years, sometimes decades, to traverse the entire Hype Cycle.
Our Years to Mainstream Adoption rating helps set expectations:

BENEFIT

YEARS TO MAINSTREAM ADOPTION

Less than 2 years 2 to 5 years

More than 10 years

Transformational

Invest aggressively
if not already
adopted

Conservative
investment profile

Moderate
investment profile

Aggressive
investment profile

High

Conservative
investment profile

Moderate
investment profile

Aggressive
investment profile

Invest with caution

Moderate
investment profile

Aggressive
investment profile

Invest with caution

Moderate

Invest with extreme

caution

Aggressive
investment profile

Invest with caution

Invest with extreme

caution

Invest with extreme

caution

Low

16

5 to 10 years

gartner.com/methodologies

 Fast-track technologies go through the Hype Cycle within two to four years.
Normal technologies with relatively few inhibitors can traverse the Hype Cycle in five
to eight years.
Long-fuse technologies spend a longer-than-average time in the Trough of
Disillusionment, resulting in a slower Hype Cycle traversal sometimes as long as
one or two decades.

Hype Cycles help you time your investments

Technology planners use Gartner Hype Cycles to balance business benefits with the
risks they are willing to assume. For example, only aggressive organizations willing
to take high risks to garner potential high rewards should invest in transformational
technologies that arent expected to reach mainstream adoption for 10 years or more.
Conversely, all enterprises should get on board with transformational technologies that
are on an adoption path of less than two years.
The Gartner Priority Matrix helps clients weigh the benefits of emerging technology
with risk.

The vertical axis looks at the potential benefit of the technology. Options
for the benefit rating are:
Transformational. Enables new ways of doing business across all industries that will
result in major shifts in industry dynamics.
High. Enables new ways of performing horizontal or vertical processes that will result
in significantly increased revenue or cost savings for an enterprise.
Moderate. Provides incremental improvements to established processes that will
result in increased revenue or cost savings for an enterprise.
Low. Slightly improves processes (for example, improved user experience) that
will be difficult to translate into increased revenue or cost savings.
The horizontal axis groups the technologies according to the same
years-to-mainstream-adoption rating used in the Gartner Hype Cycle. The
years-to-mainstream-adoption rating is a simple measure of risk based on the projected
rate of maturation for a technology. Together, these two dimensions give you an
evaluation of which technologies will impact your type of organization, by how much
and when.

How clients use Gartner Hype Cycles

Clients use Gartner Hype Cycles to:
Time their investment decisions about emerging technologies
Drill through the hype to the real drivers of what will make a new technologies
commercially rewarding for their own situation
Compare their understanding of a technologys evolution with the structured analysis
and observations of Gartner
Hype Cycles in action
Gartner Hype Cycles show us which emerging technologies support our vision for
business advantage in both consumer and B2B markets. We also use Hype Cycles
to inform our internal investment proposals. No other organization has the research
infrastructure and seasoned analysts necessary to evaluate something as large and
mind-boggling as emerging technologies. With Hype Cycles and supporting insight
from Gartner, weve improved our investment returns on emerging technologies tenfold.
Senior Partner, Management Consulting Firm
gartner.com/methodologies

17

Gartner IT Market Clock

The useful life of every technology product or service has an end, beyond which it will
be more cost-effective to retire and replace the asset than to continue maintaining it.
Many organizations take a structured approach to adopting new technology assets, but
few have mechanisms for deciding when to replace or change their sourcing approach.
We know our clients need to understand the opportunities and risks their portfolios
of technology assets are presenting. They also need to better determine how best
to transition that portfolio forward. During the years ahead, these decisions will
become even more challenging: Aging IT environments, tight budgets and demands
to deploy new business capabilities more rapidly will require the consideration of
many compromises and trade-offs.
Gartner IT Market Clock provides critical input to this decision process and will help
you allocate scarce resources in a way that maximizes business value.

Helping you evaluate and prioritize investments

Gartner IT Market Clocks help you evaluate and prioritize IT investments across items
within your technology asset portfolio. These decision frameworks provide a full life
cycle view of technology assets whether they are capabilities, products or services.
IT Market Clocks help your organization solve two of the biggest IT issues it currently
faces: cost-justifying modernization projects and prioritizing your investments to support
business plans. There is also a range of implications for technology providers as to how
they manage the portfolios of products and services they sell.

Providing a consolidated view of your IT assets

The Gartner IT Market Clock positions your IT assets on a clock-face graphical framework to represent relative market time. Each clock begins at 0 (the Market Start) and
moves clockwise around to 12. Each point on the clock represents an IT asset or asset
class positioned on the clock using two parameters: position in useful market life and
level of commoditization.
Position in useful market life is shown as the distance around the clock and is a
relative measure, so that all assets follow the same 12-hour cycle, however long that
cycle takes to complete.
Commoditization is the distance from the center of the clock and is a quantitative
measure based on objective scores against multiple factors assets further from
center are more commoditized.

Market
Start

COMMODITIZATION

AC
PL

AD

VA

RE

G
TA

Dawn of
Standards

Gartner IT Market Clocks

are decision frameworks
providing a full life cycle
view of technology assets.

CH
O

ST

Dusk of
Obsolescence

EN

EM

IC

CO

Zenith of
Industrialization

18

gartner.com/methodologies

The clock is divided into quarters, each representing one of the market phases of
an assets useful life. The names of the quarters highlight the general approach
recommended for assets passing through that phase:
Advantage assets in the customized phase, which provide differentiated technology,
service or capability
Choice assets in the mass-customized phase, subject to increasing levels of
standardization and growing supply options
Cost assets in the commoditized phase, where differentiation between alternative
sources is at its minimum level and competition centers on price
Replacement assets in the disfavored phase, usually legacy technologies, services
or capabilities

Three transition points separate the four phases of the Gartner IT

Market Clock

IT Market Clock in action

We see potential in applying the Gartner
IT Market Clock methodology to transform
our purchasing process by treating
emerging IT assets differently from mature
or commoditized assets and by
enabling a more effective dialogue
between the many stakeholders in the IT
decision process.
CIO Office, Operational Planning and
Client Management, European Business
Services Provider

The Dawn of Standards: Three oclock is the boundary between the Advantage and
Choice phases. This is the point at which standardization (of definitions, requirements
and/or practices) typically begins to occur, leading to greater interoperability for users
and reduced barriers to entry for suppliers. Requisite skills become more freely available
in the market, reducing internal costs of deployment and use.
The Zenith of Industrialization: Six oclock is the boundary between the Choice and
Cost phases. Applicable standards are mature and broadly embraced, supplier choice
reaches its maximum level, and competition is at its most intense. Demand growth
slows as the addressable market approaches saturation. Many organizations look for
industrialized technology options (predesigned and preconfigured solutions that are
highly automated, repeatable, scalable and reliable).
The Dusk of Obsolescence: Nine oclock is the boundary between the Cost and
Replacement phases. The addressable market is saturated, and lower-cost or better
alternatives are usually available. Buying organizations and suppliers begin to refocus
elsewhere. Skills also begin to be less freely available as workers retrain in more
profitable areas.
A Market Clock Recommendation Summary provides a tabular summary of the positions
and expected trajectory for each IT asset or asset class. It also highlights, for each
technology asset listed, general recommendations at a glance that need attention
right away or in the near future as well as what the issues are and who needs to pay
the greatest attention to them. In some cases, the recommendation is not for the entire
market or asset class, but rather it highlights specific opportunities or risks for a specific
vendor/product.

Complementing Gartner Hype Cycles

Gartner Hype Cycles track the expectations of technologies from their emergence
through early maturity. Gartner IT Market Clocks highlight the market progress of your
IT assets from the first time they can be used to when they must be retired.
The IT Market Clock is complementary to the Hype Cycle and fulfills a separate
objective. In simple terms, the Hype Cycle supports technology hunting decisions,
while the IT Market Clock supports farming decisions for assets already in use.
Many technologies that move off Gartner Hype Cycles when mature will continue to be
represented as assets on IT Market Clocks as they progress through their useful market
lives. Some IT Market Clock asset classes are also associated with a Gartner Magic
Quadrant that provides detailed analysis of the assets marketplace.

gartner.com/methodologies

19

How clients use IT Market Clocks

Designed to support multiple IT roles and functions, IT Market Clocks provide a
consolidated view of IT assets within a specific portfolio and can assist with
portfolio balancing, project prioritization and the development of business cases
for investment/divestment.

Clients use IT Market Clocks to:

Identify which assets in their current and planned technology portfolios are facing
what opportunities and risks
Build technology road maps that support business plans
Justify how to replace, upgrade or divest technology assets as part of a prudent
investment strategy
Surface cost-saving opportunities through better exploitation of commoditization in
the marketplace

Gartner Market Guide

Gartner Market Guides provide a definition of an emerging, very mature or smaller
market, covering market dynamics and a view of the participants. They highlight the
trends, providers and significant attributes of a market, enabling the evaluation of their
potential impact on your strategy.
A Gartner Market Guide does not score or position vendors or their products and
services; however, it will give you insight into early market momentum and a
representative view of emerging vendors. A Market Guide provides independent,
objective perspectives you can consider when developing technology and business
strategies, enabling you to understand how the capabilities within a specific market
align to your business objectives.

Market Guide analysis

A Gartner Market Guide will define the market, provide analysis of that market and
explain how the market is expected to evolve. It will also contain recommendations and
precautions you should take now and in the year ahead.
Gartner Market Guides will help you understand a market quickly and provide definition
and structure as you determine how the market should factor into your strategy and
start to lay the groundwork for making decisions.

20

gartner.com/methodologies

Gartner Vendor Rating

Gartner Vendor Ratings help you understand how a providers offerings and strategic
direction align with your business objectives, and assess the overall balance of your
strategic provider portfolio.
The decision to enter into a relationship with a technology provider requires more
than an evaluation of the providers product or service offerings. Vendor Ratings evaluate
all the different aspects of a technology provider, such as its strategy, organization,
products, technology, marketing, financials and support all characteristics that should
be considered for a complete understanding of the providers potential to sustain
longer-term relationships.

How we arrive at Vendor Ratings

Vendor Ratings use the Gartner five-point rating scale that rate a provider from Strong
Positive to Strong Negative.
Each rating has specific implications for customers currently using the provider and for
those considering a future investment in that provider.

The due diligence behind Vendor Ratings

The due diligence that informs our Vendor Ratings spans everything from an evaluation
of the providers strategic capabilities and organization to its financial strength, marketing
strategy and sales management capability. The providers talent in harnessing technology
for innovation is evaluated, along with its capabilities in maximizing channels of
distribution pricing.

RATING

DEFINITION

Strong Positive

Is viewed as a provider of strategic products, services or solutions

Customers: Can feel comfortable investing in a continued relationship
Potential Customers: Should consider this provider a strong choice for new
strategic investments

Positive

Demonstrates strength in specific areas, but execution in one or more areas may
still be developing or inconsistent with other areas of performance
Customers: Can continue planned investments
Potential Customers: Should consider this provider a viable choice for
strategic or tactical investments, while planning for known limitations

Promising

Shows potential in specific areas; however, execution is inconsistent

Customers: Should consider the short- and long-term impact of possible
changes in status
Potential Customers: Should factor issues related to the ongoing evolution
and maturity of this provider into their decisions

Caution

Faces challenges in one or more areas

Customers: Should understand challenges in relevant areas and develop
contingency plans based on risk tolerance and possible business impact
Potential Customers: Should consider the providers challenges in their
due diligence

Strong Negative

Has difficulty responding to problems in multiple areas

Customers: Should execute contingency options
Potential Customers: Should consider this provider only for tactical
investments with short-term, rapid payback

gartner.com/methodologies

21

Strategy
When evaluating strategy, we assess the providers strategic soundness, long-term
potential and capabilities to define its opportunities in both present and future markets.
We also look at the companys clarity of goals and its employee commitment. Is the
provider pursuing the right markets? Is the provider staying away from markets that
arent appropriate for its solutions? Answers to both types of questions are sought.

Financial
Gartner evaluates how well a providers revenue stream (from products, services and
subscriptions) supports its strategy, stability and cash position. We also consult
financial filings and other sources that measure profitability and growth. Other metrics
we analyze include consistent revenue growth, cash position and the providers R&D
investment history.

Marketing
Analysts assess how aggressively the provider is marketing to the prospects and
customers most qualified to buy. We also assess how well the provider communicates
its market and product vision, and how well it differentiates its value proposition in both
horizontal and vertical markets.

Organization
If a providers organizational structure is out of sync with its strategy, its chances
of success are slim. We look for a strong management team that is committed to
the organization and its long-term goals. We also assess managements ability to
grow the organization and adapt to change. Another important consideration: how
well management is providing its workforce with the tools and skills to fulfill its
strategic ambitions.

Products/services
Gartner evaluates how the provider markets, delivers and supports its offerings. Providers
may offer products (such as hardware, software and networking) and services (such
as implementation, consulting and integration). We also consider how well a product
fits into a providers overall strategy, its completeness and the size of any gaps in its
offering portfolio.

STRONG POSITIVE

POSITIVE

PROMISING

Gartner Vendor Ratings

assess all the different
aspects of a technology
provider, such as its
strategy, organization,
products, technology,
marketing, financials
and support.

CAUTION

STRONG NEGATIVE

22

gartner.com/methodologies

Technology
Gartner analysts are specifically interested in whether a provider is being proactive or
reactive to technology developments that impact its offerings. For example, is the
provider truly harnessing new technology or just repackaging its communications to
reflect new thought leadership? Are product suites based on common architectures?
Is the technology extensible and adaptable to change? Are underlying architectures
taking advantage of mainstream industry standards?

Pricing
Prices should be fair, and pricing policies should be consistent, with clear terms and
conditions. We also take note of the providers established pricing practices and
discounting policies, and whether a provider is acquiring business with unsustainable
pricing practices in an effort to buy market share.

Sales/distribution
Successful providers leverage sales channels by developing partnerships that
encourage long-term, profitable relationships. We look for potential channel conflict
and the quality of agreements with OEMs and value-added resellers. We also consider
whether a providers offerings are tailored to market segments of a specific size or
vertical market, or whether the provider is taking a one-size-fits-all approach.

Support services
We evaluate the instances, both positive and negative, that Gartner clients experience
with a providers support services. We also look at the providers ability to support its
legacy solutions and new products, as well as its ability to leverage partners to round
out a complete solution for customers. We consider whether a provider uses services to
grow its business or support its business. For example, does the provider have service
customers who are not product customers?

How clients use Vendor Ratings

Clients use Gartner Vendor Ratings to inform their portfolio management, including
the technology providers they use today or are considering for the future. With Vendor
Ratings, clients get a better understanding of the drivers of provider performance,
helping them to:
Manage the risk of their provider portfolios while keeping an eye on up-and-coming
players or potential alternate providers
Understand how providers products and services stack up and how they are
positioned to survive in the long term
Support key purchase and renewal decisions

Vendor Ratings in action

We review and evaluate our strategic technology providers two times per year. With
hundreds of partners, its a daunting process, made simpler by Gartner Vendor Ratings.
Gartner delivers ratings we trust because they are objective, unbiased and based on a
methodology that is proven and reliable. The added insight we get from the analysts who
religiously follow our key providers is invaluable and something we could never replicate.
CIO, U.S. Federal Government Agency

gartner.com/methodologies

23

Gartner ITScore
IT organizational maturity is hugely influenced by the role of technology in the enterprise,
as well as by business leader behaviors and attitudes concerning IT. Even the most
effective IT leaders find it difficult to influence these factors because they are often a
by-product of enterprise industry, culture and leader demographics all of which are
slow to change. This can create a maturation ceiling beyond which the IT organization
cannot, and perhaps should not, advance until the business itself signals it is ready.
Gartner ITScore quantifies the maturity of both the IT organization (as a provider of
information technology) and the enterprise (as a consumer of information technology),
and present recommendations for enhancing the capabilities of both. Business and IT
leaders can exploit ITScore to identify and remedy constraints on their capacity and
performance in leveraging IT.
This combined top-down and bottom-up approach provides business and IT leaders
significant insights into what they want to accomplish, where they are today in developing
the necessary capabilities, and what they need to do to close gaps and advance.

How Gartner ITScore Differs From Other Maturity Models

ITScore provides a holistic view that goes beyond functional/role disciplines to arrive
at a nuanced, comprehensive assessment that is truly diagnostic and produces
meaningful, recommended actions. It differs from other maturity models in some
important ways:
First, it not only examines IT leadership effectiveness and incorporates the realities
of business behaviors, perceptions and expectations into the assessment, but also
tests the degree to which capabilities are integrated and their combined power
leveraged for enterprise advantage. Most traditional IT assessments look only at the
inner workings of the IT organization that is, the degree to which core managerial
competencies exist and key practices are reliably executed. ITScore goes much
further by looking at how those competencies impact one another.
Second, ITScore is outcome oriented. Maturity models usually focus on
attributes for example, the existence of a specific process and the degree to
which it is consistently followed. They often have little to say about whether the
process is good or bad or how it contributes to desired results. ITScore avoids this
pitfall by focusing not just on attributes, but also on contribution and results.
Third, ITScore is practical. In the real world, maturity is neither linear nor unidirectional.
Achieving a utopian state of near-perfection in key processes or attributes can actually
have negative consequences on the enterprise. Where appropriate, ITScore takes this
into account.
APM
Business

PPM

Operations

Staffing

Finance

Software

Vendor

24

Gartner ITScore measures

ITs capabilities in the
context of enterprise
culture, behavior and
leadership.

Architecture

gartner.com/methodologies

 Fourth, Gartner provides complementary research that helps leaders explicitly

understand where they should be on the maturity score based on business realities,
not just where they are or what is required to get to the next level. Other maturity
models fall short here, leading enterprises to conclude that higher levels of maturity
are always better, irrespective of their opportunity costs or enterprise industry,
business models and cultural conditions.

How does ITScore work?

ITScore is based on three components: Organizational Questions, CIO Survey and
Role Surveys.
Organizational Questions, in conjunction with at least one of the CIO/Role surveys,
capture how well your enterprise leverages IT to improve business outcomes.
CIO Survey evaluates your IT organization from a managerial and leadership perspective.
Role Surveys assess eight individual roles and disciplines within your IT organization,
measuring the effectiveness of IT leaders in developing and exploiting core IT
organizational capabilities.
You can take as many of the available surveys as you choose. Each time you take the
Organizational Questions survey in conjunction with at least one CIO/Role survey, you
receive an IT maturity score and recommendation report for the specific role examined,
as well as an enterprise IT maturity score and accompanying explanation. The more
surveys your organization completes, the more accurate your results and the more
applicable the recommendations will be.
Surveys can be taken many times in order to track progress over time, and the tool
supports what if scenarios that can be stored for later reference. Sub-organizations
within a broader enterprise can also take the surveys, creating the ability to compare
or contrast different business entities, IT departments and even teams or functional
groups devoted to specific disciplines.

How clients use Gartner ITScore

Clients use ITScore to:
Identify and remedy constraints on their organizations ability to drive better business
results with the strategic use of IT
Assess and compare maturity across IT disciplines, and leverage best practices
throughout the organization
Provide an objective basis for cross-functional communication, collaboration
and planning

gartner.com/methodologies

25

Gartner Market Share

Market share is one of the most widely consulted metrics in business. And upon first
glance, it appears to be one of the easiest metrics to compute: one companys revenue
divided by that of the total market.

But share numbers raise a host of questions:

How broadly (or narrowly) is the market defined?
Is share measured by revenue? Number of units sold? Is the market leader
achieving the most share by selling more or fewer (hence, higher-priced) units than
its nearest competitors?
Is share based on numbers before or after discounts?
Do the numbers include revenue from maintenance and professional services?

Constructing the story behind Market Share analysis

Gartner Market Share analysis is accompanied by insight and advice that tell the story
behind the numbers. For example, share analysis for the devices market answers
questions such as:
Will I have to refocus my portfolio from phone to ultraphones to wearables?
Which companies are poised to inject the market with new growth and take
additional share?
What new technologies are leaders exploiting to take the market in a different direction?
Can I serve enterprises by focusing on consumers?
Or consider this example: In Western Europes IT services market, the leading providers
share is growing at a rate less than that of the overall market.
Does acquisition play a role in the share growth of those that are gaining? Or are these
players responding more aggressively to growth in demand?
Which industry sectors are driving the growth of the providers that are taking
more share?
How are competitors dealing with the downward pricing pressure from cloud offerings,
and how can I differentiate?
Gartner Market Share analysis dives into these types of questions to help users,
providers and investors understand what the numbers mean.

Provider B

Industry A

Industry B

Region A

Provider A

Region B
Provider C

Market Share By Provider

26

Industry C

Market Share By Industry

Region C

Market Share By Region

Gartner Market
Share reveals what
types of solutions
are succeeding,
which are trailing
and where
opportunities exist
for providers to take
additional share.

gartner.com/methodologies

Market Share analysis is more than a ratio

Market share indicates how well a firm is doing vis-a-vis its competitors. But
market share numbers have limited value if they arent accompanied by analysis
that shows how theyve changed and how theyre expected to change in the near
and longer term.
For example, have share numbers of a particular company improved as a result
of growth in the existing market? Or is the company seizing more share from new
applications of existing technology? Is there a direct relationship between a leader
that has gained share and one that has lost share? Gartner Market Share answers
these types of questions and more.

Market share analysis is never a trivial exercise

The Gartner approach to market share analysis combines primary surveys and
vendor briefings with secondary research such as public financial disclosures,
industry trade association material and government statistics.
Multiple data points ensure that the statistics are objective and accurate and that
quality checks are in place to prevent double-counting across sectors.
Through Gartner Market Share methodology, clients see how share is allocated
among more than 1,200 technology providers in key markets. A detailed analysis of
how provider revenue is allocated reveals what types of products are succeeding,
which are trailing and where opportunities exist for providers to take additional share.

How do clients use Market Share analysis?

Clients depend on Gartner Market Share analysis to validate their assessment of a
markets leading providers. IT providers, in particular, rely on Gartner share analysis
to understand their own market positions.
Clients also use market share data to monitor trends and identify shifts that may
indicate opportunities to capture additional share. Because many markets are
updated quarterly and all markets are updated annually, clients can be confident
in the timeliness of the data for supporting their business decisions.

Market Share in Action

After we developed an innovative approach to supply chain management for our internal
use, we considered taking it to market. Our investors demanded answers to the usual
questions. Who are the leading players? Who can we expect to face head-on, and how
is their share of the market changing? Gartner Market Share analysis, combined with
analyst insight, helped us draft a go-to-market plan that satisfied our investors, and we
took advantage of a limited window of opportunity.
CEO, Supply Chain Company

gartner.com/methodologies

27

Gartner Market Forecasts

Insight into why markets are growing, maturing or declining never fails to get attention
from the media and technology users, providers and investors. But a short-term surge
in market behavior doesnt always signal a long-term growth trend. And years of growth
have been known to suddenly turn south.
At Gartner we understand that theres a lot of art amid the science of market forecasting.
We also understand that forecasting requires more than cursory examinations and flashy
predictions. Hence, our market forecasting methodology is designed to give clients the
most thorough, complete and accurate picture available.
Market Forecasts in Action
As a mobile phone manufacturer, we
compete in a fast-moving, changing
market. We are challenged with
quantifying the expected behavior of
our target markets to support our key
investments in product development
and other sales initiatives. Since Gartner
has no commercial interest in the
marketplace, we are confident that the
data we receive from them is unbiased.
Gartner Market Forecasts give us a
broader, fuller view of the sales potential
for our existing products and services
especially of opportunities to upsell our
higher-margin customer segments.
VP, Channels, Mobile Phone Manufacturer

How we predict market behavior

Gartner Market Forecasts provide a comprehensive understanding of supply and
demand. Forecasts are based on at least two years of historical data and five years
of future projections.

We track the complete supply chain

Our Market Forecasts help you fully understand supply and demand by market, country
and global region. For example, take the market for phones. Our services research tells
us how many subscribers are in each region, which ties back to our handset numbers,
which in turn link back to semiconductor sales. Our enforcement of data consistency,
across all the major IT markets we track, drives a quality of information you wont find
anywhere else.
Market Forecasts provide supporting analysis that explains how Gartner envisions
market trends playing out in both primary and adjacent markets and the associated
assumptions that Gartner believes have high impact on the forecast.

How clients use Market Forecasts

Our relationships with 9,100 distinct enterprises across both the provider and user
communities give clients a picture of supply and demand they can only get from Gartner.
As a result, clients use our forecasts as checks against their own internal forecasts in the
telecom, IT services, software, device, data center system and semiconductor industries to:
Understand the potential market opportunities
Identify changing market conditions, their impact on the market and the
related assumptions
Evaluate, formulate and validate business plans
HIGH

Gartner Market
Forecasts track
the complete
supply chain
of hundreds of
products and
services, allowing
us to reconcile
top-down and
bottom-up
approaches.

SPENDING

LOW
CURRENT

28

FORECAST

gartner.com/methodologies

The People Who Make It Work

Gartner organizes for conducting research through a flexible structure of global teams
and virtual communities of interest. Individual analysts are affiliated with a specialist
research team, a larger group of related teams and with one or more communities.
This decentralized, yet connected structure also enables us to respond quickly to market
changes whatever that market may be.

Gartner Research Communities

In todays business world, no one can go it alone. At Gartner, analysts from around the
globe meet in Research Communities to discuss a wide range of topics.
Research Communities are created by the analysts themselves when a topic arises
that is complex and has broad impact. A Research Community is retired when that topic
area becomes more stable and is surrounded by fewer uncertainties. Current Research
Communities span the following areas of interest:
Application Strategy & Governance

Internet of Things

Business Analytics Management

IT Audit

Business Process Services

IT Procurement and Cost

Cloud Management

IT Service & Enterprise Management

Compliance, Audit and Legal

IT Services and Sourcing (ITS&S)

Computing and Communication

Mobile & Wireless

Content Management

People Centered Computing (PPC)

Customer Service and Support Strategies

Platform as a Service (PaaS)

Data Center Facilities

Process Innovation and Excellence

Digital Marketing

Social Media

Emerging Trends and Technologies

Storage

Enterprise Architecture

Vendor Management

Enterprise Risk Management

Virtualization

Information Management Technology

Web Technologies

Gartner Fellows
Each year, Gartner awards the title Fellow to a select number of analysts who have
been consistent innovators and thought leaders in some of ITs biggest challenges and
opportunities. This global think tank combines the best of industry and academia to
ensure that Gartner remains at the leading edge of trends and ideas.
For example, Gartner Fellow Neil MacDonald says:
Security and virtualization are hot topics on their own but explosive when they are
combined. The Gartner Fellows program is doing a lot to enable my research in this
area, which ultimately helps users, providers and investors. Its a great example of the
unique type of research that is possible through the Gartner Fellows program.
Gartner Fellows also contribute to the Gartner Research Incubator: A Journal of
Unconventional Thinking, a publication devoted to new ideas currently being developed
in the Gartner lab. The journal provides clients with an opportunity to see the very
first wisps of ideas as they are being formulated.

gartner.com/methodologies

29

Gartner Research Chiefs

Each research organization within Gartner has a Chief of Research to ensure that
a common approach is used across disciplines. Research chiefs are also tasked with
addressing coverage of any gaps we discover between research groups.

Without Gartner, wed likely find

ourselves perpetually overspending
on IT and taking more time to
complete technology-enabled
business initiatives.
Senior Architect, U.S. Energy and Utilities
Association

IT organizations have become increasingly complex as diverse technologies enable

every part of the business. While individual technologies differ in their design and
approach, they must work in harmony to solve common business problems. Attention
to consistency of approach is one way research chiefs ensure that we deconstruct
complexity into clear, actionable advice.

Gartner Agenda Managers

What are the questions most pertinent to you as a Gartner client? Our agenda managers
act as client advocates, surfacing the issues that will be addressed in our research.
Agenda managers work together across focus areas to create a common set of highlevel key issues so that we as a research organization address the most critical issues
from a wide variety of perspectives.

Office of the Ombudsman

Gartner is the only research organization of its kind equipped with an ombudsmans
office designed to protect independence, objectivity and accuracy in our quest to
provide the highest-quality insight for our end-user clients. When the rare issue arises
that challenges our core principles, were ready to address it head-on.
We follow a defined process if anyone (client, non-client, internal associate) takes issue
with anything Gartner has published or recommended in a consulting engagement or
anywhere else they are impacted by Gartner opinion (e.g., sales calls, presentations,
media quotes).
The first point of escalation is the associate who authored the research or
recommendation at issue.
The second point of escalation is the associates manager, who will verify whether
all methodologies and processes were followed, and that all Gartner positions have
been appropriately supported.
The final point of escalation is the ombudsman. Sometimes its just a matter of
bringing the parties together to work the issue through on an even playing field.
Other times it requires changes to published documents or even policies, or simply
reinforcing existing guidelines and policies.
Our commitment to ethics, as expressed by the Office of the Ombudsman, is one of
the ways we establish trust across the entire community of technology users,
providers and investors. The ombudsman reports outside of the Gartner business-unit
management chains, providing independent problem resolution. While not every issue
can be resolved to the satisfaction of all parties, the ombudsman process offers a fair,
balanced approach.

30

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Summary
Research is essential to any business because it informs decisions, reduces risk and
helps us understand how others like us are responding to change. But for research
to add real value and confidence to decision making, it must derive from an unbiased
source with no interest in any predetermined outcome.

Reliable research must also be interpreted by analysts who can:

Communicate more than just observations and findings through knowledge, insight
and teamwork that help them report what the research means
Apply both quantitative and qualitative methods with rigorous methodologies driven
by principles that have been tested and proven to deliver reliable advice
Continually fine-tune methods and tools with the most current information that is free
from bias or personal interest in any predetermined outcome
The Gartner research process is driven by an agenda that considers input from a variety
of market and client sources. It is designed to accommodate change while considering
topics that may not always be intuitively obvious or mainstream. Agenda managers
recommend areas of inquiry that may be bigger or different than the trends were seeing.
We value the independent, unbiased
quality-assurance services we receive
from Gartner.
E
 -Business Program Director, Global
Mining Company

Several tools, based on proven methodologies, help clients:

Separate the hype of emerging technologies from commercial viability by using
Hype Cycles
Understand the players in the major IT markets by using Magic Quadrants
Find out which products or services are most suited to a specific use case by using
the Critical Capabilities associated with the Magic Quadrant
Analyze the impact of emerging and mature markets on IT strategies by using
Market Guides
Evaluate more than the functionality of commercial offerings by using comprehensive
Vendor Ratings
Monitor how markets are growing, maturing or declining by using Market Forecasts
and Market Share analyses
We hope youve found this inside look at the Gartner research process helpful. Though
our research process and methodologies have proven their value many times over,
we continue to step up our investments to make them even better. Its our passion to
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