For Customer Experience Professionals

Assumption Personas Help Overcome Hurdles To Using Research-Based Design Personas

by Jonathan Browne, November 4, 2009

Forrester recommends that customer experience professionals use personas founded in ethnographic research to guide the design of products, channels, and messages. However, some organizations struggle to use personas effectively. To overcome common barriers . . .

For Technology Product Management & Marketing Professionals

Targeting Small Business Tech Buyers: The Power Of Owner Personalities

Factoring For Small Business Market Heterogeneity

by Tim Harmon, October 15, 2009

The siren call of the small business (SB) market's sheer size, along with its propensity to lead technology investment in an economic recovery and its increasingly advanced technology adoption patterns, is a compelling target. But the small business market . . .

For B2B Market Research Professionals

A Simple B2B Segmentation To Increase Revenue

by Brad Bortner, July 1, 2009

A usable market segmentation analysis is one of the keys to any market-driven company's success, yet many segmentations fail. This is troubling not only because these types of failures tend to be expensive, but also because the need for organizational . . .

For Interactive Marketing Professionals

Return To The Behavioral Bandwagon

Online Ad Targeting In Europe Is Finally Rolling — And Just In Time

by Nate Elliott, March 31, 2009

With the economy in trouble and interactive marketers working hard to justify their budgets, online ad targeting can provide a vital boost in campaign performance. Spurred on by new offerings from Google and other vendors, marketers' use of online ad . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Product Strategists' Segmentation Best Practices

by Reineke Reitsma, March 10, 2009

In most companies, the development of a customer segmentation is the responsibility of the market research department. A good segmentation is used by the whole organization and especially guides product managers, developers, and marketers. To increase . . .

For Consumer Product Strategy Professionals

The Consumer Product Strategist's Guide To Segmentation Analysis

Don't Leave Segmentation To The Market Research Department Alone

by J.P. Gownder, January 15, 2009

Segmentation analysis is the hardest task in market research — and it's the most important research that consumer product strategy professionals will use. Segmentation means not treating consumers as one unified market with identical needs, desires, and . . .

For Consumer Market Research Professionals

Why Good Segmentations Fail

Five Steps To Have Segmentations Drive Business — And Your — Success

by Brad Bortner, May 6, 2008

Segmentations are the crown jewels of market research — they can provide organizations with deep understanding of particular customers' needs and wants, allowing the firms to align themselves to maximize success in the market place. A well-crafted segmentation . . .

For B2B Market Research Professionals

The State Of Enterprise IT Security Adoption: 2007

Business Data Services North America And Europe

by Jonathan Penn, February 27, 2008

How are enterprises adopting, using, and managing IT security technologies, including security information management (SIM), application security, content filtering, and network access control (NAC)? This document gives highlights of an extensive data . . .

For B2B Market Research Professionals

The State Of SMB IT Security Adoption: 2007

Business Data Services North America And Europe

by Jonathan Penn, February 27, 2008

How are small and medium-size businesses (SMBs) adopting, using, and managing IT security technologies, including security information management (SIM), application security, content filtering, and network access control (NAC)? This document gives highlights . . .

For Consumer Market Research Professionals

Segmentation: The Allure And The Risk

Seven Ways Segmentations Fail, And The Best Practices To Avoid Them

by Brad Bortner, January 10, 2008

Savvy market research professionals understand the great promise of organization alignment and marketplace success that segmentations provide. Unfortunately, Forrester hears of many segmentations that fail. This occurs when organizations either fail to . . .

For B2B Market Research Professionals

Integrate Buying Behavior In B2B Segmentations

Ignoring Buying Dynamics Courts Failure: Use These Five Dynamics To Succeed

by Brad Bortner, November 28, 2007

Savvy business-to-business (B2B) market researchers use market segmentations to drive go-to-market planning. However, these segmentations can woefully under-deliver if they do not address the buying dynamics of the target market — such as who holds the . . .

For Consumer Market Research Professionals

Global Technographics® Segmentation Predicts Which Consumers Will Use Technology

The Technographics Segmentation Works In Markets Around The World

by Jacqueline Anderson, May 30, 2007

Marketing professionals need a simple and accurate way to answer the question: Which consumers are early adopters of digital devices and channels, and which will wait on the sidelines? In 1997, we created the Technographics® segmentation to answer . . .