Save or Share this Report

For B2C Marketing Professionals

How To Test Emerging Technologies

Developing A Process For Choosing And Testing New Media And Technologies

February 22, 2011

Primary author headshot


  • By Sean Corcoran
  • with Emily Riley,
  • Sarah Glass,
  • Angie Polanco

Why Read This Report

The Splinternet is creating hundreds of new marketing opportunities for interactive marketers. Yet even the biggest companies can be risk-averse and have a limited amount of money, time, and resources. To make the best choices for your company and customers, follow Forrester's five step process for testing emerging marketing opportunities. The "Five P's" include: defining an adoption position, leveraging the POST method, developing a project plan, implementing a pilot, and evaluating performance.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Interactive Marketers Face An Endless Choice Of Emerging Opportunities
  • Creating A Long-Term Media, Device, And Channel Testing Process

  • Get Your Testing Program In Place Now
  • Supplemental Material
  • Related Research Documents

Recommended Research