Forrester

For Marketing Leadership Professionals

Report:The State Of Consumers And Technology: Benchmark 2012, China

Asia Pacific Consumer Technographics®

This report provides an overview of metropolitan Chinese online consumers' behaviors and technology attitudes. In general, metropolitan Chinese consumers are enthusiastic mobile owners and social...

• Downloads: 18

For Marketing Leadership Professionals

Report:Global Mobile Behaviors, 2012

Global Consumer Technographics®

In 2012, the majority of consumers in the US, Asia Pacific, Europe, and Latin America owned a mobile phone. However, the ways in which global consumers use their phone varies across countries....

• Downloads: 61

For Marketing Leadership Professionals

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 364
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For Marketing Leadership Professionals

Report:US Online Hispanics: A Demographic Overview

North American Technographics®

This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile device...

• Downloads: 63

For Customer Experience Professionals

Report:The State Of The Art Of Personas

Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed...

• Downloads: 760
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For eBusiness & Channel Strategy Professionals

Report:Community Speaks: A Look Into Consumers' 2012 Holiday Season Shopping Habits

A Forrester Technographics Digital Consumer Community Report

In recent years, we have seen a continued increase in online shopping around the holidays. Forrester's US Online Holiday Retail Forecast, 2012 again showed an increase in consumer spending; online...

• Downloads: 6

For CMO Professionals

Report:How To Build Your Brand With Generation Z

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

• Downloads: 289
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For eBusiness & Channel Strategy Professionals

Report:Global Financial Behaviors, 2012

Global Consumer Technographics®

There are significant differences in the way that people access and manage their finances globally. Online banking is common among online consumers in the US, Europe, and metropolitan areas in Asia...

• Downloads: 43

For Marketing Leadership Professionals

Report:Craft A Maturity-Based Mobile Strategy

Strategic Plan: The Mobile Marketing Playbook

This report helps interactive marketers craft a strategic plan for their mobile marketing. Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are...

• Downloads: 347

For Marketing Leadership Professionals

Report:Exploring The Social Technographics Ladder: Conversationalists

North American Consumer Technographics®

Conversationalists are the highly active individuals that post updates and/or update their status on social networking sites at least weekly. Members of this group not only express their opinion on a...

• Downloads: 42

For Marketing Leadership Professionals

Report:US Young Professionals: A Demographic Overview

North American Technographics®

In this demographic overview, we take a look at US young professionals — an ambitious group that seems to embody the "work hard, play hard" lifestyle. Forrester defines young professionals as...

• Downloads: 65

For Marketing Leadership Professionals

Report:Segmenting Chinese Mobile Phone Users

A Technographics® Data Essentials Document

Mobile phones are an integral part of day-to-day life for most Chinese consumers. But not everyone uses their phone in the same way nor is similarly attached to their phone. Forrester's analysis of...

• Downloads: 27

For Marketing Leadership Professionals

Report:Understanding The Changing Needs Of US Online Consumers, 2012

North American Consumer Technographics®

US consumers today are exposed to more kinds of connected devices than ever before. Consumers associate the terms "going online" or "using the Internet" with devices like laptops and desktops. Social...

• Downloads: 133

For Marketing Leadership Professionals

Report:Segmenting Customers By Technology Preference

Making Technographics® Segmentation Work

Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that influence...

• Downloads: 746
• Comments: 2
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For Customer Insights Professionals

Report:Segmentation Research In The Intelligent Enterprise

How To Integrate Market Insights And Customer Intelligence For More Powerful Segmentations

Segmentation research is seen as the crown jewel of the research profession, both as a result of its high cost and effort as well as the value of the customer insights it can provide. However, too...

• Downloads: 497

For Customer Insights Professionals

Report:Segmentation: New Approaches To An Old Problem

Customer segmentation has featured in the marketing tool kit for a long time as a means to understand customers and develop targeted communications. Customer Intelligence (CI) professionals use...

• Downloads: 771
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For Marketing Leadership Professionals

Report:Understanding The Intricate Digital Behaviors Of Young Consumers

An Empowered Report: How To Reach Young Consumers

Young consumers are now connected to media almost at all times — which would rationally lead you to think that the more places they are connected, the more ways there are (and the easier it is)...

• Downloads: 1128

For Customer Insights Professionals

Report:Improving Customer Segmentation

Three Approaches For CI Professionals To Deliver Value

Few customer segmentation models deliver on their promise. Some drive organizational strategy and profitability, while others live as glossy reports on the CMO's shelf. Segmentation that merely...

• Downloads: 1108

For Marketing Leadership Professionals

Report:Updated Q3 2010: The Consumer Product Strategist's Guide To Segmentation Analysis

Don't Leave Segmentation To The Market Research Department Alone

Early last year, we introduced consumer product strategy (CPS) pros to the power of segmentation analysis. We found that designing new products, innovating existing products, and messaging their...

• Downloads: 683

For Marketing Leadership Professionals

Report:Latin American Social Technographics® Revealed

How Can Companies Leverage Latin Americans' Love of Social Media?

Forrester's Social Technographics® profiles reveal that online metropolitan Brazilians and Mexicans are voracious consumers of social media and are the most active across every level of social...

• Downloads: 95

For Sales Enablement Professionals

Report:Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to...

• Downloads: 887

For Application Development & Delivery Professionals

Report:For B2B Tech Companies, Demographics Shape Adoption

Technographics® Data Depict Critical Differences Among Target Audiences

Technology companies must appreciate the critical differences among customers. Each demographic dimension — geography, industry, company size, and role — affects customer adoption paths....

• Downloads: 383

For Customer Insights Professionals

Report:Predictions 2010: What Will Happen In Market Research

Ten Trends That Will Shape Consumer Market Research In 2010

Like so many people, market researchers have been through a lot in the past year. They saw their workload change significantly in 2009 because of an increased need for information, with higher...

• Downloads: 819

For Customer Experience Professionals

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

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...

• Downloads: 618

For Sales Enablement Professionals

Report:Targeting Small Business Tech Buyers: The Power Of Owner Personalities

Factoring For Small Business Market Heterogeneity

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...

• Downloads: 700
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