We predict incremental changes to the Gartner Magic Quadrant data collection process in 2025.

After letting the total number of MQs dwindle to around 100, Gartner doubled down and added more in 2024. Expect even more in 2025. We believe all MQs will shift to using the online Provider Information Portal (PIP), Gartner’s next step in industrializing vendor data collection.

In 2025, we expect Gartner to also officially formalize the creeping return to asking vendors in Magic Quadrants for customer references instead of – or as well as – via Gartner Peer Insights (GPI), which, for now, is the official channel for the voice of the customer for MQs.

Analyst Relations professionals often ask us how or why they have ended up “owning” GPI within their organization since nurturing customer references is not their job. The answer is that this is due to the close ties to MQs.

Therefore, if Gartner weakens this link, AR professionals will have less reason to provide custodial ownership of GPI within their organization.

This is the fourth in a series of 2025 predictions for the tech analyst industry from Destrier, a leading independent provider of Analyst Relations advisory services and support to tech vendors. Working across multiple clients in various areas gives us a unique insight into the industry analyst firm landscape – and fuels these predictions.

Follow Destrier on LinkedIn for more predictions in the coming days – and if you’d like to take a deeper dive, contact us.