Understanding Gartner's New Emerging Market Quadrant (eMQ): A Fresh Approach to Vendor Analysis

In mid-2024, Gartner introduced a new research note format called the Emerging Market Quadrant (eMQ), designed specifically to evaluate vendors in fast-moving technology markets. Unlike the traditional Magic Quadrant that’s updated every 12 months, the eMQ offers more frequent insights with updates every 2-4 weeks. This quick turnaround makes these new reports particularly valuable for rapidly evolving sectors like generative AI.

How Does the eMQ Work?

The eMQ uses a 2×2 matrix format that plots vendors based on two key dimensions:

• X-axis: Current features
• Y-axis: Future potential

As vendors implement new features and capabilities with the potential to impact the future direction of the market, their placement in the quadrant may change.

Although the eMQ is refreshed frequently, the time commitment is relatively small compared to the intensive and lengthy MQ research process. The eMQ questionnaire typically has 25 questions, and is designed to be a lighter lift for both participating vendors and analysts. Spotlight advises clients to streamline the process by aligning eMQ updates with existing workflows such as product releases, analyst briefings and ranking report submissions.

Vendors are currently evaluated through three main channels:

1. Self-assessment via Gartner’s Provider Information Portal
2. Analyst research
3. Customer feedback through Gartner Peer Insights

Although another data point Gartner used in the GenAI pilot version of the eMQ—one that is perhaps key to the discussion and certainly critical to evaluating vendors in the LLM space—is open source data taken from public leaderboard websites like HuggingFace.

The Pilot Program: Generative AI Focus

The eMQ is currently being piloted with generative AI technologies, covering four key submarkets:

1. GenAI Specialized Cloud Infrastructure
2. GenAI Engineering Tools
3. GenAI Model Providers
4. AI Knowledge Management Apps/General Productivity

Key Differences: eMQ vs. Magic Quadrant

The eMQ introduces several innovations in Gartner’s approach to market analysis:

• Faster Updates: Instead of annual or biennial updates, the goal is to refresh the eMQ every 2-4 weeks
• Streamlined Process: Participating vendors complete shorter questionnaires, enabling quicker analysis and more frequent updates
• Integration Format: Rather than standalone reports, eMQ visualizations are incorporated into existing documents like the “Innovation Guide for Generative AI Technologies”
• Data-Driven Approach: The methodology relies heavily on survey responses and verifiable data, reducing the need for extensive analyst interpretation

What This Means for Vendors and Buyers

For vendors, the eMQ requires more frequent but less intensive participation. They need to regularly update their information and can provide evidence through public references and customer reviews on Gartner Peer Insights. For buyers, the eMQ offers more timely insights into rapidly evolving markets, helping them make better-informed decisions about emerging technologies without waiting for traditional long-cycle evaluations.

Current Limitations of the eMQ

As a pilot program, the eMQ comes with some initial restrictions:

• No reprints or citations (this will likely change over time)
• Marketing campaigns based on eMQ results are not currently permitted
• The format and methodology may evolve based on pilot feedback

The Future of the eMQ

The eMQ is Gartner’s response to the need for more agile market analysis in fast-moving technology sectors. If the GenAI pilot is successful, the eMQ could expand to other emerging markets where traditional evaluation cycles struggle to keep pace with innovation. Given the rapid pace of change in technology, particularly in areas like AI, the eMQ format might become the future of vendor evaluation—offering a more dynamic, data-driven approach to market analysis.