7 Best Alternatives to Gartner for Market Research in 2026

Why look beyond Gartner

Gartner is a prominent firm in the IT research and advisory sector, known for its extensive market analysis, Hype Cycles, and Magic Quadrants that evaluate technology vendors and trends. For organizations requiring deep dives into specific technology stacks, vendor comparisons, or strategic IT planning, Gartner's subscription-based research and consulting services are a common resource. However, its broad coverage and established methodologies may not always align with every enterprise's unique requirements or budget constraints. Some organizations may seek alternatives that offer more specialized industry focus, different analytical perspectives, or a pricing structure better suited to their scale and specific needs.

Beyond the scope of IT, some firms offer broader strategic consulting that incorporates technological considerations within a larger business transformation context. While Gartner focuses heavily on technology and its application, alternatives can provide a more integrated view of business strategy, operations, and organizational change, where technology is one component among many. Additionally, organizations might explore alternatives for different engagement models, such as project-based consulting rather than ongoing subscriptions, or for insights into niche markets not extensively covered by Gartner's core offerings.

Top alternatives ranked

1. Forrester — In-depth research and advisory for business and technology leaders

Forrester Research operates as an independent research and advisory firm, providing insights into the impact of technology on business and consumers. Its offerings span market research, data, and advisory services, similar to Gartner, but with a distinct emphasis on customer experience, digital transformation, and business technology strategies. Forrester is known for its proprietary methodologies, such as the Forrester Wave, which evaluates vendors across various technology markets and provides a competitor to Gartner's Magic Quadrant. The firm also publishes extensive research reports, hosts industry events, and offers consulting services tailored to specific client needs, helping business and technology leaders make informed decisions. Its focus often extends to emerging technologies and their strategic implications for digital-first enterprises.

Forrester differentiates itself through its strong focus on the voice of the customer and the impact of technology on customer-facing initiatives. Its research often delves into consumer behavior, marketing technology, and the broader digital ecosystem, providing a holistic view for companies navigating complex market shifts. Clients range from large enterprises to mid-market companies seeking actionable insights to drive growth and innovation. Forrester also provides tools and frameworks to help organizations assess their own capabilities and benchmark against industry best practices. More information can be found on the official Forrester website.

• Best for: Customer experience strategy, digital transformation, marketing technology insights, vendor evaluation for business technology.

2. IDC — Global market intelligence for the information technology, telecommunications, and consumer technology markets

International Data Corporation (IDC) is a global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. Founded in 1964, IDC has established itself as a critical source for data and analysis on IT spending, technology trends, and market forecasts worldwide. The firm offers extensive syndicated research reports, data products, and consulting services, with a strong emphasis on quantitative analysis and market share data. IDC's global presence allows it to provide localized insights alongside broader international trends, making it a valuable resource for multinational corporations and technology vendors looking to understand specific regional markets.

IDC's research covers a comprehensive range of technology segments, including hardware, software, services, and emerging technologies like AI, IoT, and cloud computing. Its analysts provide detailed forecasts and competitive analyses, which are crucial for strategic planning and investment decisions within the technology sector. The firm also hosts numerous industry events and conferences, fostering networking and knowledge exchange among technology professionals. Access to their research and data allows businesses to benchmark performance, identify growth opportunities, and track market dynamics. Additional details are available on the IDC corporate website.

• Best for: IT market share data, technology spending forecasts, global and regional IT market analysis, competitive intelligence in tech.

3. Everest Group — Research and advisory on IT, business process, and engineering services

Everest Group is a research firm focused on IT, business process, and engineering services. The firm provides data-driven research, advisory services, and consulting to enterprises, service providers, and private equity firms globally. Unlike broader IT research firms, Everest Group specializes in understanding the dynamics of the global services market, including outsourcing, insourcing, and the adoption of new delivery models like Robotic Process Automation (RPA) and artificial intelligence (AI) in business processes. Their extensive database of service provider capabilities and performance metrics offers a unique perspective on vendor selection and contract optimization.

Everest Group is particularly recognized for its PEAK Matrix assessments, which evaluate service providers based on market impact and vision/capability, providing a detailed breakdown of vendor strengths and weaknesses in specific service lines. This granular analysis is highly valued by organizations undertaking large-scale technology and business process transformations or those seeking to optimize their sourcing strategies. The firm's research helps clients benchmark their operations, identify best practices, and navigate the complex ecosystem of global service delivery. For more information, visit the Everest Group official site.

• Best for: IT and business process outsourcing strategy, service provider evaluation, global sourcing advisory, digital transformation in services.

4. Boston Consulting Group — Strategic management consulting with deep industry expertise

Boston Consulting Group (BCG) is a global management consulting firm that advises clients on strategy, operations, technology, organization, and mergers and acquisitions. While Gartner focuses specifically on IT research, BCG's purview is broader, encompassing comprehensive business transformation initiatives. BCG engages with C-suite executives and senior leaders across various industries to address complex strategic challenges, often incorporating technology as a critical enabler of business objectives rather than a standalone topic. Their approach is highly collaborative, developing customized solutions based on deep industry knowledge and analytical rigor. BCG is known for its intellectual leadership and for pioneering concepts such as the growth-share matrix.

BCG's services extend to areas like digital transformation, sustainability, advanced analytics, and corporate development. For organizations seeking to redefine their market position, optimize their operating model, or enter new markets, BCG provides strategic guidance that integrates market insights, competitive analysis, and organizational change management. While they do not produce syndicated research reports in the same volume as Gartner, their consulting engagements often involve proprietary research and analysis tailored to the client's specific context. Further details on their services can be found on the Boston Consulting Group website.

• Best for: Holistic business strategy, large-scale organizational change, digital transformation strategy, corporate development, industry-specific insights.

5. WPP — Integrated marketing and communications services for global brands

WPP is a global advertising and marketing services company, often considered one of the largest in the world. While Gartner provides IT research, WPP offers a vast array of services focused on brand building, advertising, media investment management, public relations, and digital transformation for consumer-facing and B2B brands. WPP operates through numerous agencies, including Ogilvy, Grey, and Mindshare, each specializing in different aspects of marketing and communications. This decentralized structure allows WPP to offer specialized expertise across various sectors and communication channels, from traditional advertising to cutting-edge digital campaigns and data-driven marketing.

For companies looking to understand consumer markets, develop compelling brand narratives, or execute integrated marketing campaigns, WPP's network provides a comprehensive solution. Their services are not about IT infrastructure or software vendor selection, but rather about market perception, consumer engagement, and commercial growth driven by effective communication. WPP provides strategic insights into consumer trends, brand equity, and media effectiveness, helping clients connect with their audiences and drive business results. More information about their capabilities can be explored on the WPP corporate site.

• Best for: Global brand strategy, integrated marketing campaigns, advertising, media planning and buying, public relations, digital experience design.

6. Omnicom Group — Diverse marketing, advertising, and corporate communications solutions

Omnicom Group is a global marketing and communications company that offers a broad spectrum of services through its interconnected network of agencies. Similar to WPP, Omnicom does not compete with Gartner in IT research but rather in the realm of brand building, consumer engagement, and market influence. Its agencies, such as BBDO, DDB, and TBWA Worldwide, provide services spanning advertising, branding, media planning and buying, public relations, and specialized communications. Omnicom focuses on helping clients navigate complex market landscapes and connect with target audiences across multiple touchpoints.

Omnicom's strength lies in its ability to deliver integrated solutions leveraging data analytics, creative strategy, and technological platforms to drive marketing effectiveness. For businesses aiming to enhance their brand presence, manage reputation, or launch new products with impactful campaigns, Omnicom provides strategic guidance and execution capabilities. While Gartner offers insights into technology adoption, Omnicom offers insights into consumer behavior and effective communication strategies. Their expertise is crucial for companies seeking to understand and influence public perception and market demand. Details on their extensive agency network can be found on the Omnicom Group website.

• Best for: Brand strategy and development, creative advertising, media strategy and execution, public relations, data-driven marketing.

7. Publicis Groupe — Digital transformation and integrated marketing solutions

Publicis Groupe is a global leader in marketing, communication, and digital transformation. While Gartner focuses on IT research, Publicis Groupe helps clients navigate the convergence of marketing and technology to deliver connected consumer experiences. The Groupe comprises a vast collection of agencies, including Leo Burnett, Saatchi & Saatchi, Sapient, and Starcom, offering services in creative advertising, media services, data and analytics, and technology consulting. Publicis Groupe is particularly known for its emphasis on 'Power of One,' an integrated approach designed to provide clients with seamless access to its diverse capabilities.

Publicis Groupe is heavily invested in driving digital transformation for its clients, offering expertise in areas like customer relationship management (CRM), e-commerce platforms, data strategy, and digital product development. For companies that need to integrate technology into their marketing and customer engagement strategies, Publicis Groupe provides both strategic advice and implementation support. Their focus is on creating measurable business impact through innovative marketing and technology solutions, making them a strong alternative for businesses looking for more than just IT advice, but rather integrated growth strategies. Learn more about their offerings on the Publicis Groupe corporate page.

• Best for: Integrated marketing and digital transformation, customer data strategy, e-commerce solutions, media optimization, creative content.

Side-by-side

How to pick

Selecting an alternative to Gartner depends heavily on your organization's specific needs, budget, and the type of insights or services you require. Gartner excels in broad IT market analysis, vendor evaluation, and strategic IT planning, but other firms may offer more specialized expertise or a different engagement model.

For IT-specific research and vendor evaluation:

• Forrester: Choose Forrester if your primary concern is customer experience, digital transformation, and understanding how technology impacts business outcomes from a customer-centric perspective. Their Forrester Wave reports offer a strong alternative to Gartner's Magic Quadrant for vendor assessment.
• IDC: Opt for IDC if you require granular market share data, IT spending forecasts, and deep quantitative analysis across specific technology segments and global regions. IDC is particularly valuable for technology vendors and investors seeking detailed market intelligence.
• Everest Group: Consider Everest Group if your focus is on IT and business process outsourcing, global sourcing strategies, or the evaluation of service providers for complex digital transformation initiatives. Their PEAK Matrix offers specialized insights into the services ecosystem.

For broader strategic consulting and business transformation:

• Boston Consulting Group (BCG): If your needs extend beyond IT to encompass comprehensive business strategy, organizational change, market entry, or large-scale digital transformation where technology is an enabler within a larger business context, BCG provides deep strategic management consulting.

For marketing, advertising, and brand-building:

• WPP, Omnicom Group, or Publicis Groupe: These global holding companies are ideal if your objective is to enhance brand presence, execute integrated marketing campaigns, manage public relations, or drive consumer engagement. Each group offers a vast network of specialized agencies that can address specific marketing and communication challenges, with Publicis Groupe having a strong emphasis on digital transformation within the marketing sphere. These firms do not provide IT research but rather strategic and creative services to influence markets and consumers.

Consider your budget and engagement model:

• Gartner, Forrester, IDC, and Everest Group primarily operate on a subscription model for their research, with additional fees for consulting.
• Management consulting firms like BCG typically engage on a project-by-project basis with higher overall project costs due to the bespoke nature of their services.
• Marketing and advertising holding companies like WPP, Omnicom, and Publicis Groupe usually work on retainers or project fees, depending on the scope of campaigns and services required.

Ultimately, the best alternative will align with the specific questions you need answered, the type of data or advice you seek, and how you prefer to engage with external experts to achieve your business objectives.