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?