Trends Report

Understanding The Psychology Of Technology Adoption With A Multimethodology Approach

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

September 19th, 2014
With contributors:
J. P. Gownder , James McQuivey, PhD , Roxana Strohmenger , Reineke Reitsma , Andrea Mitchell , Ryan Morrill

Summary

Forrester has been studying the life cycle of consumer technology adoption since the inception of our Consumer Technographics studies in 1997. Over the years, the pace of innovation has accelerated exponentially and today, consumers' decisions to adopt new technology are quicker, more complex, and increasingly contextual. At the same time, the traditional single-source data methodologies of yesteryear have given way to modern research techniques that offer dynamic views into the fundamental drivers of consumer behavior. This report leverages Forrester's Technographics 360 multisource research approach to offer customer insights (CI) professionals a comprehensive view of how and why consumers adopt new technology, using the example of wearable devices as a case study.

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