Marketers, please explain to me the value in Gartner reports

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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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