Data Overview Report

Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

April 17th, 2013
With contributors:
Anjali Lai , Ryan Morrill

Summary

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and expectations of advertising. Marketers should be aware of various nuances in the values of these consumers before segmenting such "types." In this report, we analyze Forrester's Consumer Technographics data to show these nuances and give guidance on how to address these diverse consumer markets.

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