Gartner Research

Pessimist Buyers’ Approach to Technology Adoption

Make smarter go-to-market planning decisions.

Experts: Emerging Technologies & Trends Research Team

Gartner research shows that more than half of B2B technology buyers are pessimists (that is, they regret their technology purchase decisions). Tech and service providers must understand the technology adoption behaviors and preferences of pessimist buyers in order to design better experiences and drive product success. This infographic presents insights into the pessimist buyers’ approach to technology to help product leaders optimize and better target their offerings. 

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