Pawan Musale 11/17/2011BA635 – Current Marketing Issues Seminar

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. 11/17/2011Technographics and Beyond 2

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 11/17/2011Technographics and Beyond 3 Consumer Segmentation:  Time Shifter  Source Shifter  Videophile  Low User  Regular User Demographics % Male% Married Psychographics Planner Seeks challenges Ambitious Tries new things None

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 11/17/2011Technographics and Beyond 4

 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 11/17/2011Technographics and Beyond 5  The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of VCR users.

 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. 11/17/2011Technographics and Beyond 6

 Helps marketing and strategy professionals to build a holistic understanding of consumers and markets by providing with actionable and customizable data 11/17/2011Technographics and Beyond 7

 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 11/17/2011Technographics and Beyond 8

 User participation defines Social Technographics  How customers use Social Technographics?  Inexperience with what works, when and where  Just when you have mastered the technologies, something new comes along 11/17/2011Technographics and Beyond 9

 Grouping consumers by how they participate 11/17/2011Technographics and Beyond 10

Creators Critics Collectors Spectators Inactives Joiners 11/17/2011Technographics and Beyond 11

11/17/2011Technographics and Beyond 12 Creators Critics Collectors Joiners Spectators Inactives Conversationalists 2010

11/17/2011Technographics and Beyond 13 Creators Critics Collectors Joiners Spectators Inactives Conversationalists 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. I blog because I have something important to share.

11/17/2011Technographics and Beyond 14 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Creators engage in different activities, yet few do all of them

11/17/2011Technographics and Beyond 15 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Update status on a social networking site Post updates on Twitter I update my Facebook status weekly

11/17/2011Technographics and Beyond 16 Creators Critics Collectors Joiners Spectators Inactives Conversationalists I either love something or I hate it — there’s no gray area. Post ratings or reviews. Comment on someone else’s blog. Contribute to online forums. Contribute to or edit articles in a wiki.

11/17/2011Technographics and Beyond 17 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Most Critics provide ratings and reviews on sites like Amazon

11/17/2011Technographics and Beyond 18 Creators Critics Collectors Joiners Spectators Inactives Conversationalists I’m a technology and organization nut — everything has a place, and everything is in its place. Use RSS feeds. Add “tags” to Web pages or photos. “Vote” for Web sites online.

11/17/2011Technographics and Beyond 19 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Collectors are more likely to tag Web pages on sites like del.icio.us

11/17/2011Technographics and Beyond 20 Creators Critics Collectors Joiners Spectators Inactives Conversationalists My friends are the most important part of my life. Maintain a profile on a social networking site. Visit social networking sites.

11/17/2011Technographics and Beyond 21 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Joiners do a variety of different activities

11/17/2011Technographics and Beyond 22 Creators Critics Collectors Joiners Spectators Inactives Conversationalists All of this new content is a great way to indulge my passion in golf. Read blogs. Watch video from other users. Listen to podcasts. Read online forums. Read customer ratings and reviews.

11/17/2011Technographics and Beyond 23 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Most Spectators read blogs and watch videos

11/17/2011Technographics and Beyond 24 Creators Critics Collectors Joiners Spectators Inactives Conversationalists Don’t use any social technologies 64% have broadband 51% are technology optimists My real life is already too full to pursue an online life.

 Social Technographics Profile Tool  mer.html mer.html 11/17/2011Technographics and Beyond 25  Social Technographics Profile - Lego

 Social Technographics Profile of Alpha Moms 11/17/2011Technographics and Beyond 26

 Recommendations 11/17/2011Technographics and Beyond 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.

 Recommendations 11/17/2011Technographics and Beyond 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.

 Recommendations 11/17/2011Technographics and Beyond Create multiple participation points Don’t be stingy with opportunities — you never know how users will want to interact and engage.

 Recommendations 11/17/2011Technographics and Beyond 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.

 Recommendations 11/17/2011Technographics and Beyond 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?

 Recommendations 11/17/2011Technographics and Beyond 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.

 References 11/17/2011Technographics and Beyond 33 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

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