You can now access Forrester Technographic Data

Categories: Forrester, TechnographicsPosted on March 21st, 2008

I wish I had this data when I was launching social media at Hitachi, sadly, I focused on tools first, rather than first focusing on how people used technology.

Forrester has a lot of data, I learned in new hire training that we deploy the most surveys second to the US Census. On it’s own, data doesn’t mean anything, so we have made the information (when it comes to social media adoption) easier to understand using technographics.

Colleagues Josh and Charlene are sharing Forrester Research survey data on the Groundswell site. You can now find out the Technographic data by different major countries, segment by age, and gender using a flash engine –at no cost.

How to access Forrester Technographic Data:

First, understand that Social Technographics classifies people according to how they use social technologies, read these 8 slides.

Next, go to the profile tool, and experiment with many of the drop downs and toggles.

Then, you can determine which social media tools to use, based upon understand those you are trying to reach. It’s always dangerous to build your house starting with a hammer (tools), first, figure out who you’re building it for, then build a plan.

Data comes from the following surveys:

US: Forrester’s North American Social Technographics Online Survey, Q2 2007, 10,010 respondents.

Europe: Forrester’s European Technographics Benchmark Survey, Q2 2007, 24,808 respondents.

Asia Pacific: Forrester’s Asia Pacific Technographics Survey, Q1 2007, 6,530 respondents.

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This entry was posted on Friday, March 21st, 2008 at 11:00 am and is filed under Forrester, Technographics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Mmm, nothing is showing up on my mac on safari or firefox Just upgraded to flash 9 so I hope that isn’t affecting it.

Posted by Karl Long on March 21st, 2008 at 12:54 pm

I’m not seeing anything either - just empty white space where the tool should be, using both IE and Flock on a PC. A colleague also had no luck. Can’t wait to try it though. Thanks for sharing it.

Posted by David Berkowitz on March 21st, 2008 at 1:10 pm

It burped, it’s back now.

Posted by jeremiah_owyang on March 21st, 2008 at 1:15 pm

Awesome, it works great, thanks!

Posted by David Berkowitz on March 21st, 2008 at 1:28 pm

Interesting to see how ‘creators’ drop off with age. Should I feel proud that I am part of a minority - creator? Good one, thanks.

Posted by Sripathi Ramadurai on March 21st, 2008 at 3:26 pm

[...] Forrester Technographic Data [...]

Posted by Recent Links on Ma.gnolia at Fast Wonder Blog on March 23rd, 2008 at 8:16 am

Really wonderful to see this Jeremiah - keep up the great work with Forrester - I love the stuff you are doing with Charlene, Josh and all the other good people over there. It is so refreshing to see a top analyst firm sharing some of their data to help further expand their insights and build even bigger value for their clients. Not a bad way to expand awareness of what you are doing too…

Posted by Chris Heuer on March 23rd, 2008 at 3:51 pm

[...] Owyang, otro empleado de Forrester, anuncia que ya son consultables los datos de este indicador, cosa que permite ver qué valores adoptan en cada categoría distintos territorios, distintos [...]

Posted by Forrester’s Social Technographics at genís roca on March 23rd, 2008 at 3:56 pm

[...] Owyang, un altre treballador de Forrester, anuncia que ja són consultables les dades d’aquest indicador, cosa que permet veure quins valors adopten a cada categoria dierents territoris, diferents [...]

Posted by Forrester’s Social Technographics at genís roca . cat on March 23rd, 2008 at 4:17 pm

Thanks Chris

I can’t take much credit for this. It goes to Josh and Charlene spearheading this project up, and of course the support from the rest of the company.

I agree, it’s a great way to expand awareness, exciting times ahead.

Posted by jeremiah_owyang on March 23rd, 2008 at 4:33 pm

[...] Web Strategy by Jeremiah Posted by jdavey Filed in Advertising, Interesting Links Tags: data, demographics, social [...]

Posted by Forrester Technographic Data Now Accessible « Nexxgen Media on March 23rd, 2008 at 8:09 pm

The tool has gone 404 - embedded link is to: http://www.forrester.com/Groundswell/groundswell.swf

Oh where oh where has my profiler gone, oh where…

Posted by Dan Keldsen on March 24th, 2008 at 5:37 pm

Dan

I’ll find out what’s going on, thanks

Posted by jeremiah_owyang on March 24th, 2008 at 8:49 pm

[...] femenina, pero en estos momentos la página de Jeremiah Owyang, desde la cual podemos calcular los datos del indicador, está [...]

Posted by Los que cuentan, los que gritan, los que callan, tecnografía social y participación 2.0 | El caparazón on March 26th, 2008 at 2:09 am

Works fine for me. Bit top level, but it’s great to get something even a little useful for free. So, oldies are more spectators than creators eh? Tell that to SAGA’s online community!