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Gartner Expert
Craig Roth
VP Analyst
Craig Roth leads Gartner's research into technology user behavior and its influence on success with new technology initiatives. This research applies behavioral science and psychographic techniques to improve user adoption and change management, employee experience, and user influenced growth strategies.
As a Research Vice President within the Tech and Service Providers organization Mr. Roth is lead for Digital Workplace, researching trends, market growth, and forecast for generative AI (GenAI) in applications (such as Microsoft 365 Copilot and Google Gemini), digital workplace services (ODWS), cloud office (such as Microsoft 365 and Google Workspace), content services, and the future of work.
He developed Gartner's User Technology Adoption Readiness Index, a benchmark that provides insights into technology user adoption and resistance across various countries and industries.
He is also engaged in special research projects around the Democratization of Technology, the future of work, remote and hybrid work, and Enterprise Attention Management (an enterprise-wide response to information overload).
Previous experience
Before joining Gartner, Mr. Roth was an industry analyst at META Group and Burton Group. He also has experience in the financial services industry as a coder and manager and co-founded a software gaming company.
Professional background
Burton Group, Vice President and Service Director, 5 years
Discover Card, Manager, 8 years
Meta Group, Research Vice President, 7 years
Areas of coverage
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Advance Product and Services Strategy
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Digital Workplace Applications
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Emerging Technologies and Trends Impact on Products and Services
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Lead for Growth and Competitiveness
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Create Differentiated Tech Service Offerings
Education
M.B.A., Economics and Marketing, University of Chicago
B.S., Business, Indiana University
Top Issues That I Help Clients Address
Digital workplace services (ODWS): Working session or inquiries on GTM and differentiation
Pricing model review: for applications or GenAI add-ons
Microsoft Copilot: Pilots, adoption, value creation, differentiation, survey
Generative AI in applications: working session on messaging, user adoption, and pricing
User adoption and behavior: review metrics and techniques to increase customer success