by Nathan Herman
January 30, 2023
Predictions reports represent treasure troves of information that are all too underutilized by AR professionals. These reports offer a one-of-a-kind window into …
Gartner, IDC, and Forrester release predictions reports annually, typically between November and January, that look ahead to the months and years to come within numerous research categories. In them, analysts make bold statements about trends and issues they believe will influence or even alter the markets and technology categories they follow.
It’s important to note that these aren’t everyday predictions like, “customer experience will be a strategic initiative.” Analysts carefully craft these predictions based on the synthesis of their research and data, their collaboration with peers, and their deep knowledge and wide perspective gained from ongoing interactions with end-users. It’s a combination of knowledge, wisdom, perspective, and foresight that is second to none among experts.
While analysts’ predictions don’t always come true, there is something to be learned from each one. And many analysts follow up on their hits and misses from previous years. Even a missed prediction still leaves much to be learned in terms of why it went in a different direction from what was anticipated.
While it’s not uncommon for analyst research to be time-bound, it’s even more true for predictions reports. Because of when they are released and the nature of the content, they’re most useful for AR professionals as they begin thinking about and planning for the new year (Spotlight Blog: How To Build Your Annual AR Plan). After all, a lot can happen in 12 months.
Here are several ways that predictions reports can be leveraged for your analyst relations program.
| Gartner Predicts | Forrester Predictions | IDC FutureScapes | |
| How many are published? | ~50 | ~30 | ~70 |
| When are they published? | Late November through mid-January | Late October through early November | Late October through early December |
| Is there a landing page for the firm’s predictions? | No | Yes | Yes |
| Are there companion webinars? | Yes | Yes | Yes |
| Are reports and webinars accessible via the landing page? | No | Webinars and Blogs Only | Webinars Only |
| Length? | ~3-5 predictions~10-20 pages | 5 Predictions~5 Pages | 10 Predictions~20 Pages |
| Differentiators: | Each prediction made within a report is tied to a specific year Each prediction gives key findings, market implications, and recommendations Publishes numerous “Predicts” reports, plus its Top 10 Strategic Technology Trends Gartner tells you if they hit or missed predictions for the previous year Extensive citation of evidence | Short and easy to read All predictions are rooted in one overarching prediction for each market Links to external resources, articles, and evidence Succinct takeaways that can be easily discussed with stakeholders Revisits prior predictions via blog posts | Each FutureScape is rooted in external drivers that are causing each prediction Each prediction includes analysis, IT impact, and guidance Very detailed Each FutureScape ends with overarching advice for the technology buyer based on the predictions just discussed Typically publishes its predictions first among the big three analyst firms |
No matter how much you’re currently using predictions research in your yearly strategic planning, there’s room to do more. After all, how often do you get an analyst telling you exactly what trends, themes, and topics they are going to care about in the next 12 months and beyond?
Analyst relations done well is an ongoing, two-way dialogue with analysts about their work and market trends (Spotlight Blog: AR Beyond Evaluative Research: Why Organizations Should Look Beyond The Quadrant). Let this be the first building block for those conversations each year.
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