Technographics and Beyond

1. Pawan Musale Technographics and Beyond 11/17/2011 BA635 – Current Marketing Issues Seminar

2. Journal of Advertising Research –April/May 1988 • W James Potter • Edward Forrest • Barry Sapolsky • William Ware Purpose of the study: To demonstrate that the VCR has reached a level of penetration where users should no longer be regarded as a single, homogeneous group. Rather, there is a variety of different types of people who own VCRs, and these individuals have very different motives for acquiring their machines and very different patterns of usage. Technographics and Beyond Flashback - Segmenting VCR Owners

3. Motives for acquiring a VCR: • Source Shifting – to bypass telecast material • Time Shifting – to record a telecast program for playback at another time • Zipping and Zapping – Fast forward past commercials during playback and deleting ads during recording Technographics and Beyond Flashback - Segmenting VCR Owners Consumer Segmentation: • Time Shifter • Source Shifter • Videophile • Low User • Regular User 74 50 61 • 58 • 128 Psychographics Planner Seeks challenges Ambitious Tries new things None Demographics % Male % Married 50.0 81.3 42.0 72.0 • 39.3 78.7 • 50.0 77.6 • 53.9 78.7

4. Conclusion: Demographic segmentation is not useful Segmentation should be based on amalgam of variables which might be best referred to as Technographics Technographics focuses on motivations, usage patterns and attitudes about a technology Technographics and Beyond Flashback - Segmenting VCR Owners

5. Methodology for surveying consumers based on their technology behaviors Allows to compare any two groups of people – Gen Y vs Gen X or Ford owners vs GM owners Technographics and Beyond Technographics • The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of VCR users.

6. The concept of Technographics has been adopted by Forrester Research, Inc. Forrester Research, Inc. is an independent research firm that analyzes the future of technology change and its impact on businesses, consumers, and society. The Company's research products include internet commerce, corporate technology, and Technographics data and analysis. Technographics and Beyond Forrester research, Inc.

7. Helps marketing and strategy professionals to build a holistic understanding of consumers and markets by providing with actionable and customizable data Technographics and Beyond technographics

8. Helps to • Understand new and changing markets • Target the right customers and create personas • Identify the right product features • Plan effective marketing campaigns • Analyze customers, partners, and competitors Technographics and Beyond technographics

9. Grouping consumers by how they participate Technographics and Beyond Social technographics

10. Technographics and Beyond Creators Critics Collectors Joiners Spectators Inactives

11. Technographics and Beyond Creators Conversationalists 2010 Critics Collectors Joiners Spectators Inactives

12. Technographics and Beyond Creators Creators I blog because I have something important to share. Conversationalists Critics Collectors • Publish a blog. • Publish your own Web pages. • Upload a video you’ve created. • Upload audio or music you’ve created. • Post articles or stories you’ve written. Joiners Spectators Inactives

13. Technographics and Beyond Creators Creators Conversationalists Critics Collectors Joiners Spectators Creators engage in different activities, yet few do all of them Inactives

14. Technographics and Beyond Creators conversationalists Conversationalists I update my Facebook status weekly Critics Collectors • Update status on a social networking site • Post updates on Twitter Joiners Spectators Inactives

15. Technographics and Beyond Creators Critics Conversationalists I either love something or I hate it — there’s no gray area. Critics Collectors • Post ratings or reviews. • Comment on someone else’s blog. • Contribute to online forums. • Contribute to or edit articles in a wiki. Joiners Spectators Inactives

16. Technographics and Beyond Creators Critics Conversationalists Critics Collectors Joiners Most Critics provide ratings and reviews on sites like Amazon Spectators Inactives

17. Technographics and Beyond Creators Collectors I’m a technology and organization nut — everything has a place, and everything is in its place. Conversationalists Critics Collectors Joiners • Use RSS feeds. • Add “tags” to Web pages or photos. • “Vote” for Web sites online. Spectators Inactives

18. Technographics and Beyond Creators Collectors Conversationalists Critics Collectors Joiners Collectors are more likely to tag Web pages on sites like del.icio.us Spectators Inactives

19. Technographics and Beyond Creators Joiners My friends are the most important part of my life. Conversationalists Critics Collectors • Maintain a profile on a social networking site. • Visit social networking sites. Joiners Spectators Inactives

20. Technographics and Beyond Creators Joiners Conversationalists Critics Collectors Joiners Joiners do a variety of different activities Spectators Inactives

21. Technographics and Beyond Spectators Creators All of this new content is a great way to indulge my passion in golf. Conversationalists Critics Collectors • Read blogs. • Watch video from other users. • Listen to podcasts. • Read online forums. • Read customer ratings and reviews. Joiners Spectators Inactives

22. Technographics and Beyond Spectators Creators Conversationalists Critics Collectors Joiners Most Spectators read blogs and watch videos Spectators Inactives

23. Technographics and Beyond Inactives Creators My real life is already too full to pursue an online life. Conversationalists Critics Collectors Joiners • Don’t use any social technologies • 64% have broadband • 51% are technology optimists Spectators Inactives

24. Social Technographics Profile Tool • http://www.forrester.com/empowered/tool_consumer.html Technographics and Beyond Social technographics • Social Technographics Profile - Lego

25. Social Technographics Profile of Alpha Moms Technographics and Beyond Social technographics

26. Recommendations Technographics and Beyond Social technographics • Understand Social Technographics profile of your audience • Does your site currently attract Critics who are willing to provide reviews of your products, like Amazon.com does? Or are your users natural Creators, which Apple has in abundance? A best practice is to analyze your Social Technographics profile before starting out.

27. Recommendations Technographics and Beyond Social technographics • Map out how users will participate – both today and in the future • Envision how you want to interact with your customers in the short term but also how you hope they will engage with you and with each other in a few years. You will want to have a plan of how to keep your audience engaged as it moves up the Social Technographics ladder — today’s Spectators will soon be Critics, and you better be prepared with features for them to participate in that way.

28. Recommendations Technographics and Beyond Social technographics • Create multiple participation points • Don’t be stingy with opportunities — you never know how users will want to interact and engage.

29. Recommendations Technographics and Beyond Social technographics • Find lightweight ways for first-time Creators to contribute • It’s pretty scary for a new Creator to push the publish button for the first time, so make it easy and fun for them.

30. Recommendations Technographics and Beyond Social technographics • Make it easy for Spectators to find user-generated content • Where does your Social Computing content live on your site — is it buried in a separate section, or is that content integrated into site search?

31. Recommendations Technographics and Beyond Social technographics • Prepare your organization for participation – and criticism • Encouraging participation will be a messy, inexact process — and at times painful, as mistakes are made. Expect negative comments and accept them, just as Dell does. Dell turns a negative into a positive by routing customer service issues submitted in the comments of its blog to a special group inside customer service that expedites handling these requests.

32. References Technographics and Beyond Social technographics • Segmenting VCR Owners – Journal of Advertising Research, W. James Potter, Edward Forrest, Barry S. Sapolsky, William Ware • Social Technographics– Charlene Li, Forrester Research, Inc. • Global Consumer Technographics, Forrester Research, Inc. • Global Technographics® Segmentation Predicts Which Consumers Will Use Technology -Jacqueline Rousseau-Anderson, Forrester Research, Inc. • Introducing The New Social Technographics, - Josh Bernoff, Forrester Research, Inc. • Groundswell -Charlene Li, Josh Bernoff, Forrester Research, Inc. • ‘Technographics’ may be the new research buzzword - Bill Eaton, Marketing News

33. Technographics and Beyond Social technographics