Skip to main content

Save or Share this Report

Consumer Technographics

Consumer Technographics® North American Small Business Owners Survey, 2017 (US)

Surveyed Date
November 2017
Number of Respondents


Survey Topics

  • Organizational detail
  • Financial services and payment
  • Product purchase journey
  • Payroll and taxes
  • Insurance
  • Telecom
  • Technology
  • Marketing

Survey Methodology

Forrester Data's Consumer Technographics North American Small Business Owners Survey, 2017 (US), was fielded in October 2017. This online survey included 1,000 US small business owners (defined as those who currently own at least one business with 100 employees or fewer and up to $500 million in annual revenue) between the ages of 18 and 88.

Forrester Data set quotas for company size as a means of controlling the data distribution. Respondents were randomly selected to participate in this study from among those in an online panel. Please note that respondents who participate in online surveys generally have more experience with the internet and feel more comfortable transacting online. Ipsos fielded this survey on behalf of Forrester. Survey respondent incentives included points redeemable for gift certificates.

Please note that the programming language herein reflects the survey respondent base for each question. Bases for specific questions have been changed in published data for increased clarity. Therefore, the base in published data may not match the base language in this document.

Interactive Dashboards

Drawn from our Consumer Technographics® data and analytics services, dashboards can be customized by demographics, regions, segments, and attitudes.

View Dashboards