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May 2014 Analyst Relations Newsletter


Gartner Research Methodology Enhancements 2014: Continuous Content Evolution

Julie Thomas
MVP, Research Content Strategy

David Black
VP, Content Architecture & Methodology

Jim Dunlavey
VP, High-Tech & Telecom Programs


Gartner Research is continually innovating ways to deliver critical insight, research and advice in support of our clients' strategic technology decisions. We partner with our clients through focus groups, interviews and surveys to understand their wants and needs in order to deliver must-have research to help them with their most important projects and initiatives. We focus on strategies that continuously evolve our research content to increase the relevance, value and impact for our clients.

This article is a preview into some enhancements we are making to our research and methodologies throughout 2014 and what they mean to your organization:

• Expanded market coverage
• New content
• Optimized content delivery

Expanded Market Coverage

Throughout 2014, we are significantly expanding coverage of markets and vendors with new research using our flagship methodologies like the Magic Quadrant and companion content. We are focused on delivering an ever-expanding suite of essential research and advice to help clients across the full spectrum of emerging to mature markets, market dynamics and the notable vendors. Each month, we are releasing new research to help clients assess the emerging trends, markets and significant vendors in newly emerging markets like 3D Printing, Location Intelligence, Big Data Analytics in Cybersecurity and Fraud, and many more. We are also increasing coverage of high-demand and established markets and vendors with the Magic Quadrant. We are adding additional insight into the Magic Quadrant with regional, industry and organization size perspectives.

Expanded coverage of markets and vendors means that clients have the essential, must-have research and advice from Gartner to help shape their strategies and support their strategic technology decisions.

New Content

In alignment with our expanded coverage strategy, we are delivering new types of content and continuing the evolution of our flagship methodologies. New and evolving content highlights are:

• The Gartner Market Guide highlights the trends, providers and significant attributes of emerging markets. Although the Market Guide does not score or position vendors, it does deliver key insights into market definition, market dynamics, notable vendors and the recommendations clients need with time-to-impact considerations.

The Market Guide easily keeps stakeholders apprised of emerging trends, market dynamics and providers to help build competitive intelligence, assess potential opportunities, develop an informed product or service strategy, and understand how certain market capabilities align to a buyer's objectives.

The Market Guide, introduced in February, will cover more than 100 new, emerging and mature markets in 2014.

Magic Quadrant Evolution 2014 — The Magic Quadrant journey continues. In 2013 we delivered a new interactive Magic Quadrant that allows clients deeper insights into markets and vendors based on the unique needs of their organization.

In July 2014, we will evolve the Magic Quadrant again with what we call Magic Quadrant Contextualization — by industry, geography and company size. We will provide relevant, research-based perspectives on market direction, technology considerations and notable vendors as a complement to the overall analysis.

Also available in July 2014, the Interactive Magic Quadrant will be integrated with its companion, the new Interactive Gartner Critical Capabilities, giving clients the ability to easily assess markets, make vendor comparisons, and have deeper insights into vendor products and services.

Gartner Critical Capabilities Evolution 2014 — The Gartner Critical Capabilities methodology is the essential companion to the Magic Quadrant. It extends the value of a Magic Quadrant with deeper insight into the vendors' product and service offerings with product ratings, and the critical differentiating usage scenarios and key capabilities.

Beginning in July 2014, Interactive Critical Capabilities will leverage the Interactive Magic Quadrant experience to give clients a complete view of the positioning of provider offerings for a specific Magic Quadrant, as well as the ability to narrow down product and services to match their key use cases.

We are also significantly expanding our Critical Capabilities research throughout 2014, aligned to our highest-demand markets where we have Magic Quadrant coverage, so clients have the essential companion content to help them make broader and deeper decisions.

• The Gartner Evaluation Criteria takes Critical Capabilities to a deeper level by examining key criteria an end user should consider to evaluate product or service features. Used widely by technical professionals, the Evaluation Criteria is an essential tool to help jump-start client RFI and RFP processes.

In 2014, we are aligning our Evaluation Criteria coverage to the high-demand markets we cover with our Magic Quadrants and Critical Capabilities. So now CIOs to technical professionals have a full spectrum of research and advice to assess markets to vendors to products to features.

The Magic Quadrant, Critical Capabilities and Evaluation Criteria work together as companion content for clients with comprehensive decision support. They give vendors a full understanding of markets, competitor capabilities, products and services, and competitive positioning.

Leveraging the advanced Web features of the new My Gartner portal, Gartner continues to develop and invest in providing interactive content and refinement-based functionality to our Gartner for IT Leader and Gartner for Business Leader suite of products. Legacy products do not include the interactive features, but all clients will receive the full document view of the research, including new contextualized content.

Optimized Delivery

To be able to scale our expanded market coverage and to support new content while being mindful of vendors' workloads, we are also optimizing the delivery of our research — the "planning to production" cycles of our Magic Quadrants and companion content.

Through a combination of workflow enhancements, tools, templates, best practices and people resources, Optimized Delivery makes our analysts more efficient in their ability to deliver Magic Quadrants and companion content on time with a high degree of consistency and governed by our rigorous methodology.

From a vendor perspective, Optimized Delivery streamlines vendor participation, simplifies the data collection work, and minimizes the amount of effort vendors have to dedicate to share with us information about their products, solutions, customers and business performance.

Effective communication upstream and throughout the research cycle provides more clarity and visibility into the end-to-end process; for example, having a detailed timeline shared upfront and with immediate notification of any changes midway.

Optimized Delivery is an effort underway through 2014 and 2015. Subsequent editions of this newsletter will showcase specific examples of its implications for vendors.

If you'd like more information on these enhancements, you can view our recent webcast, or contact your Gartner representative.