Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers

You can now access Forrester Technographic Data

March 21st, 2008 | Category: Technographics, Forrester

profiletool

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.

    • 17 Comments so far

    1. Karl Long March 21st, 2008 12:54 pm

      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.

    2. David Berkowitz March 21st, 2008 1:10 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.

    3. jeremiah_owyang March 21st, 2008 1:15 pm

      It burped, it’s back now.

    4. David Berkowitz March 21st, 2008 1:28 pm

      Awesome, it works great, thanks!

    5. Sripathi Ramadurai March 21st, 2008 3:26 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.

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    7. Chris Heuer March 23rd, 2008 3:51 pm

      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…

    8. Forrester’s Social Technographics at genís roca March 23rd, 2008 3:56 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 […]

    9. Forrester’s Social Technographics at genís roca . cat March 23rd, 2008 4:17 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 […]

    10. jeremiah_owyang March 23rd, 2008 4:33 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.

    11. Forrester Technographic Data Now Accessible « Nexxgen Media March 23rd, 2008 8:09 pm

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

    12. Dan Keldsen March 24th, 2008 5:37 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…

    13. jeremiah_owyang March 24th, 2008 8:49 pm

      Dan

      I’ll find out what’s going on, thanks

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

    15. kenobi March 31st, 2008 6:11 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!

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