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Gartner Expert
Craig Roth
VP Analyst
Craig Roth is a Research Vice President within the Tech and Service Providers organization. He leads Gartner's research into technology user behavior and its influence on user experience (UX). This research optimizes product adoption, user driven sales and user influenced growth strategies in order to reduce churn rates.
He created Gartner's User Technology Adoption Readiness Index, a multicountry, cross-industry benchmark that provides insight into technology user adoption and resistance.
Mr. Roth also assists with tech go-to-market, messaging, and differentiation. From a technology/market perspective he is the forecast and market share lead for digital workplace, which includes cloud office (Microsoft 365 and Office 365), workspace collaboration tools (such as Microsoft Teams and Slack), content services, and the future of work.
He is also engaged in special research projects around the Democratization of Technology, the future of work, remote and hybrid work, and Enterprise Attention Management (an enterprise-wide response to information overload).
Previous experience
Prior to joining Gartner from Burton Group, Mr. Roth was a portal and web architecture industry analyst at META Group. He also spent seven years in the financial services industry as a coder and manager and five years at a software gaming company he co-founded.
Professional background
Burton Group
Vice President and Service Director
Meta Group
Research Vice President
Discover Card
Manager
Areas of coverage
Digital Workplace Applications
Go-to-Market Strategy
Messaging and Differentiation
Strategize Long-Term Growth
Emerging Technologies and Trends Impact on Products and Services
Education
M.B.A., Economics and Marketing, University of Chicago
B.S., Business, Indiana University
Top Issues That I Help Clients Address
1Go-to-market including messaging and positioning
2Understanding adoption patterns and barriers to adoption
3Market share and competitive forces in the content services (ECM) and office suites markets (including Microsoft Office 365 and Google Workplace)
4User behavior, user experience, and user influence on buying decisions
5Understanding how hybrid and remote work has changed since COVID-19