View all Announcements 1 July 05 Gartner Announces Magic Quadrant and MarketScope Methodology and Process Updates Gartner instituted key updates to the Magic Quadrant and MarketScope Research Methodologies and Processes. We launched this initiative to leverage the best of both Gartner and Meta Qualitative Market Analysis methodologies. The goal was to increase transparency, consistency and predictability for Vendors, and to improve the value of these deliverables for our User Clients. Markets are now defined and will be posted on gartner.com The markets Gartner plans to cover over a one year period have been reviewed and approved by the SRB. The approved list is driven by client need and market opportunity, and will be posted on gartner.com in the near future with the publication date and the planned refresh date. Additional markets may be added at the discretion of the Analyst, Agenda manager, and the SRB. Standardized tools and templates A team of Analysts have reviewed Gartner and Meta analysis tools and writing templates and developed new tools and templates, reflecting best practices from each. The output of this effort includes a set of tools which create consistency in our approach and the way the research is presented on gartner.com. Template changes ensure that all information pertaining to the Magic Quadrant or MarketScope is available in one document, including: Market definition Inclusion criteria Standard evaluation criteria with weightings specific to the market -low, standard, high Market Analysis Vendor comments Standardized evaluation criteria Analysts will now use a set of standard evaluation criteria, which ensures consistency over time and allows our User clients to better track the markets we cover. The standard evaluation weights are now low, standard, and high. For Magic Quadrants, criteria that are not applicable to a given market will simply be zero-weighted and will be eliminated from the overall scoring and placement in the table or graph. For MarketScopes, an analyst may choose between one and seven of the standard evaluation criteria. Criteria that are not relevant to a particular MarketScope will simply not be included in the research. The following table outlines the standard criteria that will be used for Magic Quadrants and MarketScope research. These are the standard criteria that represent the starting point for analyzing a market, but naturally they are not going to be used in the same way for all markets. Analysts with further define the criteria specific to the market they are analyzing. Completeness of Vision A clear, differentiated set of messages consistently communicated throughout the organization and externalized through the Web site, advertising, customer programs and positioning statements. Market Understanding Ability of the technology provider to understand buyers' needs and translate these needs into products and services. Vendors that show the highest degree of vision listen and understand buyers' wants and needs, and can shape or enhance those wants with their added vision. Marketing Strategy A clear, differentiated set of messages consistently communicated throughout the organization and externalized through the Web site, advertising, customer programs and positioning statements. Sales Strategy The strategy for selling product that uses the appropriate network of direct and indirect sales, marketing, service, and communication affiliates that extend the scope and depth of market reach, skills, expertise, technologies, services and the customer base Offering (Product) Strategy A technology provider's approach to product development and delivery that emphasizes differentiation, functionality, methodology, and feature set as they map to current and future requirements. Business Model The soundness and logic of a technology provider's underlying business proposition. Vertical/Industry Strategy The technology provider's strategy to direct resources, skills, and offerings to meet the specific needs of individual market segments, including verticals. Innovation Direct, related, complementary and synergistic layouts of resources, expertise or capital for investment, consolidation, defensive or pre-emptive purposes. Geographic Strategy The technology provider's strategy to direct resources, skills and offerings to meet the specific needs of geographies outside the "home" or native geography, either directly or through partners, channels and subsidiaries, as appropriate for that geography and market. Ability to Execute Gartner analysts evaluate technology providers on the quality and efficacy of the processes, systems, methods or procedures that enable IT provider performance to be competitive, efficient and effective, and to positively impact revenue, retention and reputation. Ultimately, technology providers are judged on their ability and success in capitalizing on their vision. Product/Service Core goods and services offered by the technology provider that compete in/serve the defined market. This includes current product/service capabilities, quality, feature sets, skills etc., whether offered natively or through OEM agreements/partnerships as defined in the market definition and detailed in the subcriteria. Overall Viability (Business Unit, Financial, Strategy, Organization): Financials Viability includes an assessment of the overall organization's financial health, the financial and practical success of the business unit and the likelihood of the individual business unit to continue to invest in the product, continue offering the product and advancing the state of the art within the organization's portfolio of products. Sales Execution/Pricing The technology providers' capabilities in all pre-sales activities and the structure that supports them. This includes deal 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, be flexible and achieve competitive success as opportunities develop, competitors act, customer needs evolve, and market dynamics change. This criterion also considers the provider's history of responsiveness. Marketing Execution The clarity, quality, creativity and efficacy of programs designed to deliver the organization's message in order to influence the market, promote the brand and business, increase awareness of the products and establish a positive identification with the product/brand and organization in the minds of buyers. This "mind share" can be driven by a combination of publicity, promotional, thought leadership, word-of-mouth and sales activities. Customer Experience Relationships, products and services/programs that enable clients to be successful with the products evaluated. Specifically, this includes the ways customers receive technical support or account support. This can also include ancillary tools, customer support programs (and the quality thereof), availability of user groups, service-level agreements, etc. Operations The ability of the organization to meet its goals and commitments. Factors include the quality of the organizational structure, including skills, experiences, programs, systems and other vehicles that enable the organization to operate effectively and efficiently on an ongoing basis. Important Point- The new tools and standard evaluation criteria will generate the Magic Quadrant graphs. Please note that the first time a market is analyzed using the new process the MQ graphs created may look very different from earlier versions. Research data collection remains flexible The standard, approved methods for collecting data include short surveys or questionnaires, vendor briefings, and reference checking. Data collection methods remain at the analysts' discretion and will vary by market based on market maturity, complexity and dynamics. Vendors will be notified early in the project which data collection methods the analyst will use as well as when they need to provide information. Internal Review Gartner's rigorous internal review process will continue to be used. Prior to the research going to a vendor for Fact Review, it must be vetted internally by an appropriate Research Community and go through standard peer review with other analysts with insight into the market. Vendor Factual Review The Vendor Factual Review process has been updated to increase transparency and consistency. This is an opportunity for vendors to review vendor-specific comments and the graphic or table before publication. Vendors have five business days to respond in writing with any factual corrections. Vendor scores will not be shared at any point in the process. In addition, vendors may schedule 30-minute calls to ask questions and discuss the research with the analyst. This review must be scheduled through Client Services. The analyst calls are a courtesy call and do not extend the factual review timeframe. Vendor communication Analysts are now asked to communicate with vendors at four specific stages throughout the research process. 1. Contact Confirmation 2. Project Initiation--including timeline, process, inclusion and evaluation criteria with weights 3. Vendor Fact Review 4. Courtesy Copy of Research immediately prior to publication. In addition, Analysts have been given a set of standard communications to ensure the process is consistent and that vendors are informed during the entire process. Coming Soon A Special Report showcasing the new research will be published in the September/October timeframe. An outline of the methodology and how to use the research will be included. We are planning focus groups at Fall Symposium to get feedback on the new research and process. We request your participation in this research so we continue to refine and improve the process! Magic Quadrant and MarketScope Research remains qualitative research, and continues to represent the expert opinion of the Analyst covering a particular market. In addition, while these changes have officially launched, there will be a transition period during which Worldwide Analysts and Publishing teams adopt and implement the process successfully. If you have further questions, please contact the Analyst covering your market directly or for general inquiries on the new process, contact Jenni Lehman - jenni.lehman@gartner.com Thank you for your support and patience while we work through these changes. Gartner Research Management

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