Marketers, please explain to me the value in Gartner reports



If you work in marketing, then you’ve undoubtedly heard of Gartner. Gartner describes itself as the “world’s leading research and advisory company” and produces a huge output of research reports.

I work as a writer and comms consultant in conjunction with (almost exclusively) tech companies. So I get sent these to read all the time.

I have a hard time understanding the need for these because most CTOs I talk to are well aware of the trends they discuss. And many of their reports — in my opinion — seem to say not much of anything at all.

Redditors, please explain to me the persistence of the market research industry and to whom, and why, these reports provide value?

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