How Gartner Shapes Tech Buying (and Who Pays for It)

Logosofia no Dia a Dia · Jun 23, 2026 · 34m

Gartner's Magic Quadrant and Hype Cycle are among the most influential frameworks in enterprise technology — used by 68% of IT buyers to shortlist vendors. But behind the clean 2x2 grid lies a business model with a structural tension: Gartner sells research to buyers while also selling access to the vendors it evaluates. This episode explores how the company became the outsourced conscience of IT procurement, the self-fulfilling nature of its famous frameworks, and the uncomfortable parallels to credit rating agencies before 2008. Is the "Gartner tax" real? And when research is commercially…