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

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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


M.B.A., Economics and Marketing, University of Chicago

B.S., Business, Indiana University

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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