Trends Report

Segmenting Customers By Technology Preference

Making Technographics® Segmentation Work

April 23rd, 2012
With contributors:
Reineke Reitsma , Bryan Donovan , Samantha Jaddou

Summary

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 these purchase decisions is extremely important for companies. Segmentation models are a great way to understand your target market, but developing a consumer segmentation scheme can be costly and time-consuming. Technology has become a major element of not only the products consumers buy but also the purchase channel. By using Forrester's Technographics® vast databases, companies can understand the underlying motivations and technology attitudes that shape consumers' purchase decisions — immediately — for their target groups or brands.

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