Voice of the Customer (VOC) reports on Gartner Peer Insights are rapidly becoming destinations where brands want — and need — to be. And as review sites like Gartner Peer Insights play a bigger role in analyst relations (AR), AR teams see the need to help drive VOC placements and results… and fast.
So, what’s the big deal with these reports anyway?
As we covered recently, landing a spot in your market’s VOC report (based on customer reviews on Peer Insights) can come with major perks. For one, the report is backed by Gartner’s brand power — instant credibility with customers and prospects. Plus, it even looks like a Magic Quadrant, with a 2×2 grid and four vendor groupings. A strong VOC showing can amplify an exciting MQ placement, counter a less-than-ideal ranking, or even position you as a leader in a market that doesn’t have an MQ.
Who am I to tell you how to do this?
You might be wondering what makes me qualified to give advice on this topic. Fair question! At ARInsights, I’ve been in the trenches helping companies navigate the Gartner Peer Insights landscape for years. Our Services team has guided countless organizations through this process, with many landing in the coveted “Customers’ Choice” quadrant (essentially the equivalent of being an MQ leader).
I’ve seen what works, what doesn’t, and all the pitfalls that can trip up even the most well-intentioned AR teams. Through trial, error, and consistent success, I’ve developed a strategy that actually delivers results. So while I can’t promise VOC magic, I can share the strategies I’ve seen work time and again across different companies and markets. Let’s dive in:
#1 — Find out when there’s a Gartner Peer Insights’ VOC report in your market
Any market in Gartner Peer Insights is eligible for a VOC report. As of January, Peer Insights covers nearly 800 markets and 26,000+ products and services, creating abundant opportunities for placement.
I recommend regularly checking the calendar that Gartner publishes on Peer Insights for upcoming VOC reports. They typically list these three or four months in advance, showing when the period for customer reviews begins and ends. Remember that eligible reviews from the last 18 months get factored in, with those from the most recent 12 months carrying the most weight.
It’s crucial to monitor this calendar consistently; otherwise, you might miss when your market is being covered. In my experience, if there’s a Magic Quadrant in your space, you can typically expect a VOC report to follow three-to-four months later. Since you’ll likely be driving reviews for that MQ anyway, this can create natural alignment with your VOC efforts.
#2 — Align with internal stakeholders to drive reviews
The approach to gathering reviews varies based on your organization’s maturity when it comes to customer success, support, or ambassador programs. If your company has a robust customer success team, I’ve found that AR can leverage them to drive reviews throughout the year, making the process more automated and consistent.
Without that established structure, you’ll need to take a more hands-on approach. This typically involves collaborating with sales to identify satisfied customers, then providing those customers with comprehensive background information. They should understand what’s being asked of them, Gartner’s review requirements, what information will appear publicly on Peer Insights, and other relevant details. Since your customers are busy professionals, gentle reminders are often necessary to ensure completion.
#3 — Volume isn’t everything. Focus on quality over quantity.
First and foremost: Don’t let yourself be intimidated by the number of reviews your competitors might have on Peer Insights. When it comes to VOC reports, success isn’t determined solely by review volume.
While volume is certainly an important component in your ranking, several other factors contribute significantly. High ratings, strong “willingness to recommend” scores, and good distribution across regions and industries within your customer reviews will take you much further than sheer numbers alone.
It’s also worth noting that reviews from customers with less than $50 million in revenue don’t factor into Voice of the Customer rankings. Keep this in mind as you strategically drive reviews from your customer base.
#4 — Outsource when needed
Analyst relations professionals are perpetually busy—it’s simply the nature of the job. With more responsibilities than can reasonably be tackled, VOC management often becomes an ideal area to seek external support. At ARInsights, we understand the intricacies of the process and can manage the entire VOC journey—tracking timelines and deadlines, coordinating with internal teams, helping source the right mix of reviews, preparing customers, promoting VOC placements, handling reprint rights, and more.
Beyond specific VOC placements, we also help companies optimize their overall presence on Gartner Peer Insights. This includes benchmarking reviews against competitors, identifying key themes across reviews, assisting with social media campaigns, and additional strategies to maximize the impact of your Peer Insights presence.
Putting It All Together: Real Results
I’m not just theorizing here. I’ve seen these strategies work firsthand. In one particularly satisfying case, we worked with a company that had almost no presence on Peer Insights. By implementing the exact approaches I’ve outlined above, they made their Voice of the Customer debut with a Customers’ Choice ranking.
The diversity of their reviews across industries, regions, and customer types—combined with consistently high ratings—made all the difference, even though they didn’t have the highest volume of reviews compared to competitors. Since then, they’ve gone on to earn Customers’ Choice recognition in two additional markets.
The secret isn’t really a secret at all—it’s about being systematic, strategic, and patient. When you approach Gartner Peer Insights with a clear plan rather than random efforts, you position your company for success while allowing your AR team to remain focused on their broader strategic priorities.
