Every year Gartner creates close to 100 hype cycles to help business leaders make informed decisions about their technology investments. It does that by showing how technologies evolve over time, helping leaders separate hype from real value and avoid risky investments. While we’ll explain the Hype Cycle in more detail in this article, we’re proud to share that Mareana has been recognized twice as a Sample Vendor in Gartner’s Hype Cycle.
First in the year 2023 in the Hype Cycle for Life Science Manufacturing, Quality and Supply Chain for the technology – Quality by Design and now in 2025 in the Hype Cycle for Life Science Manufacturing for the technology – Digital CMC System.
What is Gartner Hype Cycle?
The Gartner Hype Cycle is a well-established strategic framework used to understand how emerging technologies and innovations progress over time. It is one of Gartner’s most widely referenced tools, relied upon by organizations to track new technologies and assess their potential impact.
The Hype Cycle offers a visual overview of how technologies mature and gain adoption in the market. It highlights the stages an innovation typically goes through before it begins to deliver measurable business value. This perspective helps business leaders develop a realistic understanding of where a technology stands in its journey toward mainstream use.
The primary value of the Hype Cycle lies in the clarity it brings to decision-making. It provides an objective and structured view of technology trends, helping leaders evaluate which innovations carry genuine commercial potential and which are surrounded by temporary hype.
From a strategic standpoint, the Hype Cycle serves as a guide for prioritizing technology investments. It supports organizations in aligning innovation initiatives with business goals, managing risks more effectively, and identifying opportunities for competitive advantage through timely adoption of the right technologies.
The illustration below shows a generalized Hype Cycle.
Source – Gartner hype cycle | Wikipedia
The Five Phases of the Gartner Hype Cycle
As per the Gartner Hype Cycle concept, every innovation progresses through five distinct phases that reflect its journey from early discovery to widespread adoption.
- Innovation Trigger
This phase begins with a breakthrough, concept, or demonstration that captures attention. The innovation generates early excitement and media interest, but tangible products are limited, and commercial viability is still uncertain.
- Peak of Inflated Expectations
Publicity and enthusiasm drive inflated expectations. Early trials and success stories gain visibility, but most implementations fall short. Many organizations overestimate short-term benefits while underestimating long-term challenges.
- Trough of Disillusionment
As the initial excitement fades, the technology faces skepticism. Failed projects and unmet promises reduce interest, and many providers exit the market. Only those who see long-term potential continue to invest and refine the technology.
- Slope of Enlightenment
Gradually, the innovation’s real capabilities and practical use cases become clear. Organizations begin to understand where it delivers value and where it does not. Improved products, second-generation solutions, and supportive tools start to emerge, making adoption more feasible.
- Plateau of Productivity
The technology reaches maturity and gains mainstream acceptance. Its benefits are proven, methodologies are standardized, and adoption accelerates. By this stage, the innovation is delivering stable value, and its commercial viability is well established.
The stage at which a technology sits on the Hype Cycle plays a crucial role in guiding investment decisions. Businesses can evaluate whether to explore, experiment, scale, or wait based on the technology’s maturity and market readiness. Early-stage innovations may warrant observation or limited pilots, while those on the Plateau of Productivity are typically ready for broader adoption. Understanding these stages helps organizations balance risk with opportunity and invest at the right time.
Mareana’s Inclusion in the Gartner Hype Cycle
As we mentioned earlier, Mareana has been included in the Gartner Hype Cycle twice. In 2025, we have been included as a sample vendor for Digital CMC System, and for Quality by Design in 2023.
- 2025: Digital CMC System
Digital CMC system has been placed in the Innovation Trigger stage with a high benefit rating, which means this technology enables new ways of performing horizontal or vertical processes that will result in significantly increased revenue or cost savings for an enterprise. Mareana is a sample vendor that can help businesses with achieve Digital CMC while overcoming challenges such as tech infrastructure, software, integration, training, etc.
- 2023: Quality by Design (QbD)
As per Gartner Hype Cycle, QbD is a systematic approach to product development and continuity of quality. It is managed through robust process protocols, combined with embedded centralized principles. It can be helpful for proactive mapping quality and regulatory issues across the entire product life cycle.
The 2023 Gartner Hype Cycle placed Quality by Design in the Trough of Disillusionment stage QbD data isn’t integrated into product development in a holistic fashion. Mareana helps businesses implement QbD by connecting data siloes, digitizing paper-based systems, and improving traceability in the pharma manufacturing process.
For more information, you can read the 2025 Gartner Hype Cycle research for life science manufacturing.
Mareana’s inclusion in the Gartner Hype Cycle underscores its role in the Pharma Manufacturing industry.
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