For Market Insights Professionals

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	April 20, 2009 Segmenting Consumers By Technology Preference Updated Data Profiles Of Forrester's Technographics Segments by Jacqueline Anderson with Reineke Reitsma, Bailey Liackman

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Executive Summary

When budgets tighten, researchers need to get creative. One cost-effective way to gain valuable consumer insights without bursting the research budget is to use a syndicated segmentation scheme. Ensuring that the segmentation aligns with internal needs is imperative, but once a match is identified, reaping the benefits will be easy. The Technographics® segmentation has been used for more than 10 years to help Forrester's clients understand consumers' technology adoption and behaviors. This report helps consumer market researchers identify how and when this segmentation can be useful. To better understand the Technographics segmentation, this report includes updated profiles of the individual segments.

TABLE OF CONTENTS

• How To Capitalize On The Technographics Segmentation
• Understanding The Technographics Segments

RECOMMENDATIONS

• Tightened Budgets Don't Need To Equal Fewer Insights
• Supplemental Material
• Related Research Documents

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