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Gartner Magic Quadrant 2013 Enhancements

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Gartner Magic Quadrant 2013 Enhancement Preview for Gartner Analyst Relations Community



1. Is the proven Magic Quadrant underlying methodology changing?

No, there is no change to the underlying MQ methodology. Gartner clients know and trust the

MQ methodology and in fact have told us in focus groups and other research specifically to

preserve the methodology as we know it today and instead focus on some key interactive user

experience improvements.

2. What are the key changes I need to care about or explain to my key stakeholders?

The changes are overall a result of an improved client experience. A new, clean design,

interactive experience, larger fonts and modern design result in an easy-to-use interface to allow

clients to get what they need quickly and move on. The vendor and market assessment process

is unchanged, there are just new ways of viewing the information to maximize the relevancy to a

specific client need.

3. Will I see any changes in vendor positioning from prior years?

No, all prior year‟s MQs are unaffected and only current MQs will be refreshed to update the

graphic to the new presentational format. The relative position of the dots is identical, simply

rendered on a larger plot area.

4. Are there any new dimensions Gartner is introducing in the methodology?

No, we believe that Completeness of Vision” and “Ability to Execute” remain the most important

axis to plot vendors against to represent their strengths in a market. No other dimensions of

assessment have been added.



1. What are the key benefits and features of the new MQ user interface?

There are new interactive features to enable focus on select vendors, year-by-year comparison and

customizable weightings, and some great visual enhancements to make using the MQ easier:

larger plot area, new font, improved visual elements, modern high-contrast colors, zooming and

improved labeling. Combine this with the better integration of MQs into a new home page with great

search and navigation.

2. Does the new MQ visual display affect the dot position of Vendors in previous years?

The relative dot position (within the quadrants and relative to other vendors) is fully preserved. The

plot area is larger, the labels are cleaner and better optimized for display, and the dots are slightly

larger and cleaner, giving the MQ a fresh look but it is completely consistent.

3. Will you be republishing previous year MQs?

Archived MQs (more than 1 year old) are unaffected and only current MQs will be refreshed to

update the graphic to the new presentational format. All new MQs will be delivered in the new

format.

4. Am I able to save and print an MQ?

The Gartner MQ is presented and delivered in the same way as other Gartner research. Client

customization of the Gartner MQ to create their custom MQ for their specific market criteria supports

both saving and exporting.

5. Can I save the MQ graphic containing the view I am interested in to include in my own materials?

You cannot save the views of Gartner‟s MQs, only your own customized version. Standard Gartner

MQs are covered by the limited license rights applicable to all Gartner image content per your

Gartner service agreement. This specifically prohibits the use and redistribution of Gartner content

for commercial and promotional purposes but generally permits limited use in internal

presentations.



1. Can I focus on specific vendors that are most interesting to my organization?

Yes, you can select any number of Vendors to help focus your research. Selected vendor are

preserved as you move between the historical or custom views of that MQ in your browsing

session too.

2. How do I highlight only the vendors for which I am interested?

You can click on the Vendor dot or the vendor name to choose the vendors you are interested

in. Deselected vendors are not removed from the MQ but their dot is grayed and the label

removed to provide a clearer view of the vendors you are focused on.

3. Can I print the MQ with only the vendors I am interested in?

You can export a customized MQ view for printing and feature only the vendors you choose.

4. Can I save the Vendors I selected?

You can save the customized MQ view with the slider positions but the selected vendors will

not be stored.



1. How do I find the Historical perspective on an MQ?

The historical view of a Magic Quadrant is available where that MQ has been consistently published for the

specific market over 2 or 3 years. Occasionally due to disruptive market definition changes or the MQ itself not

being published on an annual recurring basis, one or more of the previous years‟ MQs may be unavailable.

2. The vendor I am interested in is moving (dot position) year over year. What does that mean?

The absolute dot position of a vendor between any two MQs is not meaningful in any way. By its very nature,

the MQ is a plot of vendor achievement in a specific market in a specific year. The criteria used to assess the

market and measure the achievement can, and do, vary year-on-year. However the relative position of a

vendor dot year-on-year is highly relevant and reflects the competitive positioning of a vendor across multiple

market years relative to their competitors. A vendor dot that is placed in the leaders quadrant across the 3

years is showing a consistently strong performing vendor responding to the underlying market. A vendor dot

that has transitioned from the Niche Players to Leaders quadrant across the 3 years is likely to be

outperforming the market and their competitors over time.

3. How does Gartner account for significant changes in the inclusion and evaluation criteria?

Each year‟s MQ is uniquely assessed against the most relevant and meaningful criteria for that year. Some

vendors may disappear from an MQ entirely over time as the inclusion criteria are adjusted to reflect the

changes in the market and will not be placed in each historical view. This is a natural effect of a maturing

market where over time a smaller number of vendors evolve the most market significant products. Similarly

with changes to evaluation criteria, the most significant vendors stay competitive and relevant in the market

and others do not. Dot position on one years‟ MQ is not interchangeable with dot position on any other year.

4. Can these be exported and used by clients?

Gartner clients have access to the archived Magic Quadrant reports that contain the full information about the

market factors used to construct each specific MQ as well as the MQ images from each year.

5. Vendors merge and rename regularly, how is that change shown?

For renaming, the names are correct as of the publication date and will not be relabeled following any

subsequent renaming. For merger and acquisition, the display name is dependent on the underlying business

entity and whether the business is retained as an independent entity or merged into the operations of a larger

company. Where the offering is consistent and the business entity is still obviously identifiable, it will be shown

as persisting across the years. Otherwise it may be assessed as though it were a new entrant in a specific

year, discontinuous from the previous vendor offering.

6. Can we compare historical MQs of different markets?

No, the historical view shows up to 3 years‟ Magic Quadrants for a single market.



1. How do I adjust the criteria weightings in the new Magic Quadrant interface based on the needs of my

business and how do I represent this in the customized MQ?

The sliders enable you to easily customize the weightings from the Gartner definition to align to your specific

evaluation criteria. For example, In a fast evolving market, significant weighting may be attached to innovation

and marketing strategies as these are often the most significant determiners of performance over the immediate

future (next 3 years). But as a client, your focus may be on best in class products and vendor viability for an

immediate deployment, so you might use the criteria weighting slider to „dial up‟ Offering Strategy, Products and

Services and Customer Experience to see which vendors emerge in a stronger position than others.

If you are evaluating a market (and vendors in that market) and best in class products and vendor viability are

your most important consideration, then you might use the criteria weighting slider to „dial up‟ Products and

Services and Customer Experience to see which vendors emerge in a stronger position than others. If other

elements are important to you then „model‟ those scenarios as well.

2. Is it possible to see the vendor criteria weightings/scores in the 2013 update?

The original Gartner weightings are shown but the underlying assessment scoring is not accessible.

3. Can we take the custom MQ version and use it in our promotional materials?

No, the redistribution of Gartner content for promotional activity is strictly controlled. Clients are able

to export the customized image for use in their internal workflow and presentations subject to

Gartner‟s license restrictions.

4. On the customized MQ, how will you show Gartner's original vs. the customized dot?

Customized MQs use a different color scheme and for your focus vendors, the customized MQ view

shows the transition of the dot position due to your customization relative to the Gartner position.

5. Is it possible that dots can occupy the same space and overlap?

Yes, vendors can have equally competitive offerings in the specific market and so can overlap.

6. Can I customize my MQ based on geography?

You can customize based on the evaluation criteria used for the specific Magic Quadrant only.



1. Is there a place I can go which lists all MQs current and planned for the year?

Yes, the MQ Calendar view shows you the publication history and plans for upcoming MQs.

2. How do I find all MQs where my vendor of interest is represented?

The MQ search functionality enables you to find all the MQs where a specific vendor is

featured.

3. How do I know when a Magic Quadrant will be updated?

The MQ Calendar view shows the upcoming MQs and their anticipated publication dates so

that you can align your strategic planning.

4. Where do I find information about the Magic Quadrant Methodology?

Full information about the thorough MQ methodology is accessible from the MQ Home page.



1. What are the key changes I need to care about or explain to my key stakeholders?

The changes are overall a result of an improved client experience. A new, clean design, interactive

experience, larger fonts and modern design result in an easy-to-use interface to allow clients to get

what they need quickly and move on. The vendor and market assessment process is unchanged,

there are just new ways of viewing the information to maximize the relevancy to a specific client

need.

2. Is the proven Magic Quadrant underlying methodology changing?

No, there is no change to the underlying MQ methodology. Gartner clients know and trust the MQ

methodology and in fact have told us in focus groups and other research specifically to preserve

the methodology as we know it today and instead focus on some key interactive user experience

improvements.

3. Are there key changes to the research or publishing process that will impact my organization?

There are no changes to the process that will affect the workflow, interaction or research

process currently established based on these enhancements. It is important for all those

who support an MQ or use the content to be aware of the changes and to become

familiar with them.

4. Is it possible to see criteria weightings/scores in the 2013 update?

The methodology has not changed. The original Gartner weightings of low, standard,

high are shown but the underlying assessment scoring is not accessible.

5. How is Gartner positioning these changes to the market?

Gartner clients will be contacted to communicate the new user experience enhancements.

These updates are in direct response to client feedback from focus groups and other

research requesting that we update specific user experience features to improve the

usefulness and utility of the research. The proven, established underlying methodology has

not changed. This update is part of an evolutionary process to improve the way in which our

clients consume Gartner research and to increase the value of Gartner services for clients.



1. How will this impact previous MQs in which I am represented?

All current, active MQs will be updated in the new MQ format. Archived MQs will still be available in

the prior look, feel and format. The only visible change you may notice to your previously published

MQs is that due to the larger MQ graphic, your placement dot on the new MQ is easier to identify and

separate from your competitors.

2. Does the new MQ visual display affect my dot position in previous years?

The relative dot position (within the quadrants and relative to other vendors) is fully preserved. The

plot area is larger, the labels are cleaner and better optimized for display, and the dots are slightly

larger and cleaner, giving the MQ a fresh look but it is completely consistent.



1. Can I highlight only the vendors in which I am interested?

Yes, you can select any number of Vendors to help focus your research. Selected vendor are

preserved as you move between the historical or custom views of that MQ in your browsing session

too.

2. Can the MQ with select vendors highlighted be printed or saved?

You can export a customized MQ view for printing and feature only the vendors you choose. You can

save the customized MQ view with the slider positions but the selected vendors will not be stored.

3. Can I use the selected vendor view in my own presentation and marketing materials?

You cannot save the views of Gartner‟s MQs. Standard Gartner MQs are covered by the limited

license rights applicable to all Gartner image content per your Gartner service agreement. This

specifically prohibits the use and redistribution of Gartner content for commercial and promotional

purposes but generally permits limited use in internal presentations.

4. Are there features/functions that my clients and prospects will have access to that I do not?

All Gartner Clients have the ability to customize their view of an MQ based on the criteria that is most

important to their organization. There are no features which end user clients have access to that

vendor clients do not. Vendors who are not clients and are included in an MQ will receive a courtesy

copy PDF of the Magic Quadrant in which they are included, but will not have access to the new

interactive features or MQ research available on gartner.com.



1. How will Gartner handle the explanation of shifts in positioning over time to end users; particularly if the

market, inclusion or evaluation criteria has changed significantly and when an historical view is available?

While Gartner has always covered details related to a significant change in a market from one MQ to the

next, the analyst will now be asked to provide an even more in-depth comprehensive, explanation of year-

over-year changes in the market in the annually updated MQ note. This is so that it is clear why vendor

positioning may have shifted in a substantial way. In cases where markets have changed dramatically, an

MQ may be retired or merged with another; in which case, an historical view may not be available.

Standard copy will also be added to the historical MQ view which states that markets evolve over time and

prior year MQ views and positioning may no longer be current.

2. Can the historical view be exported by clients or used in my own marketing materials?

Standard Gartner MQs are covered by the limited license rights applicable to all Gartner image content per

your Gartner service agreement. This specifically prohibits the use and redistribution of Gartner content for

commercial and promotional purposes but generally permits limited use in internal presentations. Gartner

clients have access to the archived Magic Quadrant reports that contain the full information about the

market factors used to construct each specific MQ as well as the MQ images from each year. Reprints are

available for purchase and reuse per your standard Gartner service agreement.

3. Vendors merge and rename regularly, how is that change shown over time?

For renaming, the names are correct as of the publication date and will not be relabeled following any

subsequent renaming. For merger and acquisition, the display name is dependent on the underlying

business entity and whether the business is retained as an independent entity or merged into the

operations of a larger company. Where the offering is consistent and the business entity is still obviously

identifiable, it will be shown as persisting across the years. Otherwise it may be assessed as though it

were a new entrant in a specific year, discontinuous from the previous vendor offering.

4. Can we compare historical MQs of different markets?

No, the historical view shows up to 3 years‟ Magic Quadrants for a single market.



1. How do I adjust the criteria weightings in the new Magic Quadrant interface based on the needs of my

business and how do I represent this in the customized MQ?

The sliders enable you to easily customize the weightings from the Gartner definition to align to your specific

evaluation criteria. For example, You can adjust/model the criteria weightings sliders to give you new lenses

into competitive intelligence particularly the contribution that each individual criteria has to the overall outcome

in a particular Magic Quadrant. You can “Dial up and down” the criteria weighting sliders to give you new ways

of looking at vendor capabilities, particularly looking for areas where your competitors have a disadvantage to

your strengths that you will need to maintain for your future success. Similarly, you need to look for highly

weighted criteria where your competitors suffer significant shift relative to your position as you dial down the

criteria weighting, this implies that your competitors are significantly more affected by this criteria than you and

are seen as outperforming your business.

2. How do you anticipate vendor positioning to change based on the customized criteria weightings?

Vendor positioning should not change dramatically on the MQ graphic based on the adjustment of a

single criteria. Vendors are evaluated based on multiple criteria and on the relative positioning in a

Market. The realistic adjustment of evaluation criteria weightings will serve to help clients focus on the

criteria most relevant to their needs.

3. If I focus on improving in a specific area based on my MQ position, will this ensure that I improve my positioning in

the historical view of following year‟s MQ?

No. Markets change from year to year as do inclusion and evaluation criteria. Vendors may improve in

the same areas equally from one year to the next. As such it is not possible to assume that improving in

a single area will ensure your positioning on the following year‟s MQ.

4. How will you show Gartner's original MQ vs. the customized end user created view?

Customized MQs use a different color scheme and for focus vendors, the customized MQ view shows the

transition of the dot position due to your customization relative to the Gartner position. Selected vendors are

highlighted and unselected vendors are “grayed-out”, but still visible.

5. Can the customized MQs be saved, printed or used in client materials?

The redistribution of Gartner content for promotional activity is strictly controlled. Clients are able to export the

customized image for use in their internal workflow and presentations subject to Gartner‟s license restrictions.



1. Is there a place I can go which lists all MQs current and planned for the year?

Yes, the MQ Calendar view shows you the publication history and plans for upcoming

MQs.

2. Can I easily find all of the MQs in which my organization is included?

The MQ search functionality enables you to find all the MQs in which your organization

is included.

3. How do I know when a Magic Quadrant will be updated?

The MQ Calendar view shows the upcoming MQs and their anticipated publication

dates.

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