For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	April 13, 2006 TechPotential: Predicting Technology Success Consumer Demand, Usability, And Execution Separate Winners And Losers by Josh Bernoff with Chris Charron, Sally M. Cohen, Remy Fiorentino, Tenley McHarg, Kerry Bodine	Average: 10  (1 rating)

This is an excerpt

Executive Summary

With this report, Forrester introduces a new service called TechPotential, a proprietary tool that forecasts sales of new consumer technology products and services. We use TechPotential to estimate unit sales over the first five years of a product's existence by factoring in: 1) a sophisticated estimate of potential consumer demand; 2) an assessment of design and usability factors that drive word of mouth; and 3) a realistic evaluation of execution factors like marketing and distribution. With this tool, companies can identify winning products, avoid costly failures, and size juicy markets. Result: Budget dollars will flow away from advertising and PR and into market research and design.

TABLE OF CONTENTS

• What Makes New Technologies Fly — Or Fizzle?
• Part 1: Consumer Demand Defines Potential
• Part 2: Usability And Design Drive Adoption
• Part 3: Execution Determines Actual Sales
• Creating The TechPotential Growth Curve
• Applying TechPotential To Real Products

RECOMMENDATIONS

• Use TechPotential To Drive Investment Strategy

WHAT IT MEANS

• The Word-Of-Mouth Imperative
• TechPotential Supercharges Innovation
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.