UKNM: Forrester's 'Technographics'

[Richard Stephens]

Has anyone come across Forrester Research's 'Technographics' segmentation of

consumers?  This was something they developed in the US in 1996, and are

just beginning to roll out in Europe.  One of my clients has bought the

first wave of European data, and I am interested to know if anyone has

experience of using this tool, whether they thought it added anything to

what they knew already, whether they found it accurate or inaccurate, made

sense, and so on.


Technographics says that the key driver of internet use is 'technology

optimism', not income, even though it admits that 'technology pessimists'

with high income also use (& shop on) the internet.  Further, it divides

internet users into three slightly clumsy groups, based on their core

motivation: career, family/community, and entertainment/messing about.


Our concern is that this approach is outdated and that the web is no longer

about early adopters, but about mass market; that people don't slot into

neat groups based on career, family and so on; and that there are enough

general consumers on the web now to base your advertising message not on

'hey, this is new technology' but on 'hey, this is a brilliant product, and

it just happens to be on the web.'


Many thanks for any feedback.  And thank you for the opinions on

interstitials over the last few days.


Richard Stephens [

Stephens [dot] rbhwg [dot] com

]

Planner, BHWG London

Tel: 0171 298 1277



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