Archive for the ‘Technographics’ Category


Up Close and Personal with Technographic Data

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(Part 1 in a 3 part series)

Although it’s Sunday, I’m up early reviewing the data that Andres R, (one of our consultants) and I will be presenting to a client. It’s my first official project that I’m delivering and it’s a real learning experience. I’ve been in heaven lately, swimming in lots of social media data from our massive surveys we deploy, and in this case, we ‘cut’ data from the database to help a client understand the Technographics of the people they are trying to reach.

Being new to this process at Forrester, the research is similar to user experience research I used to conduct. We conducted stakeholder interviews to understand the business goals and drivers, worked with our data team to match the client provided persona and demographic information with our own data, and then conducted analysis.

While I certainly can’t give away any of the details, it’s very clear that two of the three personas that client is trying to reach has heavy use of social media, and the third doesn’t. Furthermore we segment the persona down to the Technographics, to understand how they use each social tool (from blogs, social networks, bookmarks, rating sites, etc) and to then share with client.

Armed with detailed knowledge about how their personas use social media, they are better equipped to move forward with their plans. It’s very clear, based on the data, which tools would work well for the particular personas, and which ones would not. It’s important to understand the people that you’re going to reach before deploying tools. Put people before tools.

You can learn more about Technographics, we’ve made some high level data available on the Groundswell site.

Wish me luck on my first project deliverable.

You can now access Forrester Technographic Data

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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.