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How Industry Analysts Shape the Digital Future$
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Neil Pollock and Robin Williams

Print publication date: 2016

Print ISBN-13: 9780198704928

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198704928.001.0001

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The Emergence of a New Expert

The Emergence of a New Expert

Chapter:
(p.30) Chapter 2 The Emergence of a New Expert
Source:
How Industry Analysts Shape the Digital Future
Author(s):

Neil Pollock

Neil Williams

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780198704928.003.0003

The chapter explores how, in the late 1970s, Gideon Gartner reinvented industry market research around a novel concept of advisory services provided on a subscription basis to large numbers of technology adopters as well as vendors and investors. The book examines some of the ‘innovations’ introduced by Gideon Gartner which helped constitute this distinctive new body of expertise. This included integrating research and analysis to increase productivity of analysts and developing methods to generate knowledge relevant for action. In place of long technical market reports, Gartner introduced new formats that could be quickly absorbed. Its various knowledge products include the ‘Hype-Cycle’ that tracks the lifecycle of the emergence and establishment of technology fields and its signature output the ‘Magic Quadrant’. The latter are highly influential but, given the impacts of their differential assessments on vendors’ market prospects, are often highly controversial.

Keywords:   Gideon Gartner, Hype-Cycle, market research, Ovum, organizing visions, Swanson

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