former Gartner employee here. Can't say there aren't any ethical concerns with its business model (the pay to play accusations aren't entirely unfair as Gartner's magic quadrants can make or break a vendor), but the research process, I will say, is pretty thorough and objective and the company does deliver a lot of value and expertise to its clients. The problem is there are so many enterprise software companies out there that it's not feasible to include every single one in the research, and the fees to get included in the research help to weed out a lot of shitty vendors.

I'm biased but I don't think what Gartner does is in any way comparable to what the BBB does. The BBB straight up extorts small businesses; Gartner makes companies that can afford it pay to get a seat at the big boys table.

Not trying to sound like a shill here, as I had my own problems with the company's business model, but it was also probably one of the best places I've ever worked. They really take care of their employees and treat them well.