What's The Social Technographics Profile Of Your Customers?

Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. You can use the tool on this page to get started.

Forrester's Social Technographics® classifies consumers into six overlapping levels of participation (see a presentation, 8 slides). Based on our survey data we can see how participation varies among different groups of consumers, globally.

Want to profile your customers? We've asked about hundreds of brands and behaviors — customers of specific retailers and car owners by brand, for example. Work with us to profile your customer base, then develop a social technology strategy. For more information, contact our sales team.

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.
 

Build Your Customers' Social Technographics Profile Now

Features of this profile:

• For an explanation of these groups (Creators, Critics, etc.), see a presentation (8 slides) or read Chapter 3 of Groundswell.
• Bars indicate the percentage of the selected demographic that are in each Social Technographics group.
• The white marks indicate the same percentages for the whole population of the country selected.
• The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.
• The message "No data available" appears when you request a profile for which our survey samples are not large enough to provide a reliable answer. This occurs for age groups in Japan, Metro China, and South Korea. To see profiles in these countries, set the Age to "Not specified".

Any use of data and charts generated from this site must include the following citation: Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.