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  • J. P. Gownder

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  • Report The Coming Wave Of Virtual Reality

    The Estimate Of Demand For Virtual Reality Headsets By US Consumers And Businesses, 2016 To 2020
    May 31, 2016 | J. P. Gownder

    Interest in virtual reality (VR) has reached a fever pitch in 2016, and marketers across industries are experimenting with VR to engage with customers. This VR market is for real: Forrester...

  • Report Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

    With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble
    September 9, 2014 | Frank E. Gillett, Julie A. Ask, Denee Carrington

    Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with customers....

  • Report Brief: Prepare Now For Apple's Giant Leap Into Wearables

    Apple Will Regain The Innovator's Crown And Boost The Wearables Market With The iWatch
    September 8, 2014 | James L. McQuivey, J. P. Gownder

    The wearables market offers marketers a growing opportunity to build relationships with customers. From Disney's successful MagicBand to the Pebble smartwatch's Yelp app, marketers are already...

  • Report What QWERTY Can Teach You About Product Strategy

    Path Dependence Matters, But Digital Disruption Matters More
    January 11, 2012 | J. P. Gownder

    Product strategists looking to the past to guide future decisions often learn the wrong lessons about history. They point to the QWERTY keyboard or the success of Blu-ray to show that path...

  • Report Microsoft's Shrinking Window For Tablets

    Windows 8 Shows Promise, But Its Fifth-Mover Product Strategy Is Late
    November 29, 2011 | J. P. Gownder, Sarah Rotman Epps

    Microsoft faces challenges in the tablet market due to its late entry. While Windows 8 looks like a promising product for tablet computing, its release won't come until sometime next year. Though...

  • Report Mass Customization Is (Finally) The Future Of Products

    Apply The CURA Framework To Build A Winning Customized Product Strategy
    April 15, 2011 | J. P. Gownder

    Mass customization has long been the next big thing in product strategy. After a variety of false starts, its time has finally come. Changes in customer-facing technology are opening up new...

  • Report Introduction To Conjoint Analysis For Consumer Product Strategists

    Design Products Using Feature Tradeoff Simulation
    January 13, 2011 | J. P. Gownder

    We find that not enough consumer product strategists employ conjoint analysis to aid product design and pricing. Conjoint subjects consumers to a simulated purchasing exercise, varying the features...

  • Report Designing A Mobile Empowered Product Strategy

    An Empowered Report: Applying The IDEA Framework To Smartphone Users
    September 7, 2010 | J. P. Gownder

    Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the...

  • Report The Windows 7 Tablet Imperative

    Curated Computing Is Table Stakes For Tablets
    May 27, 2010 | J. P. Gownder, Sarah Rotman Epps

    Tablets are the next important computing form factor. To keep its products front and center, Microsoft needs a partner to produce a successful Windows tablet that competes with the Apple iPad. At...

  • Report Windows 7 Early Adopters Are Very Satisfied

    A Surprising Number Of Consumers Have Upgraded Their Old PCs
    March 29, 2010 | J. P. Gownder, Abe Garon

    Early adopters drive the initial success of most tech products. Early adopters have now had an opportunity to test-drive Windows 7, Microsoft's latest operating system. Our survey data reveals good...

  • Report Windows 7 Succeeds In Raising Awareness

    But Many Consumers Are Still Uncertain About Upgrading From XP
    March 29, 2010 | Abe Garon, J. P. Gownder

    With its recent launch of Windows 7, Microsoft faces two key challenges: The product must perform well enough to live up to the lasting legacy of Windows XP while at the same time overcoming...

  • Report Consumers Are Ready To Embrace Touchscreen Electronics

    February 25, 2009 | Abe Garon, J. P. Gownder

    While touchscreen devices are still an emerging technology and an area open to creative expansion, most consumers have used, seen, or own a product that utilizes a touch interface. The prevalence...

  • Report The Consumer Product Strategist's Guide To Segmentation Analysis

    Don't Leave Segmentation To The Market Research Department Alone
    January 15, 2009 | J. P. Gownder

    Segmentation analysis is the hardest task in market research — and it's the most important research that consumer product strategy professionals will use. Segmentation means not treating consumers...

  • Report Netbooks Are The Third PC Form Factor

    Netbook Strategists Should Position Them As Complements To A Main PC
    January 6, 2009 | J. P. Gownder

    Netbooks are one of the hottest consumer product categories in the consumer technology industry. Consumer product strategists want to know how many consumers are interested in netbooks and whether...

  • Report Selling Packaged Software To Consumers

    Consumer Product Strategists Should Push Software Subscriptions More Aggressively
    October 14, 2008 | J. P. Gownder

    Four out of five US households have a PC, but most consumers spend $50 or less each year on software. Free software bundled with new PCs, as well as free and open source software and Web-based...

  • Report It's Time For Home Server Solution Packages

    Partnerships Are The Top Priority For Home Server Product Strategists
    September 16, 2008 | J. P. Gownder

    The Windows Home Server market suffered a setback in 2008, harmed by a data corruption bug that took nine months to fix. Overall, the market remains at a very early stage of development: Few...

  • Report Home-Based Businesses Represent A Great Opportunity For PC-Related Products

    Target HBBs As A Special Subsegment Of The Consumer Market
    July 28, 2008 | J. P. Gownder

    Consumer product strategists in the PC market — PCs, PC peripherals, and software — are missing out on a fertile market opportunity: the home-based business (HBB) segment. Long ignored or treated...

  • Report Benchmark 2008: Tech-Savvy Gen Xers Dominate The Home Worker Segment

    North American Consumer Technographics
    July 23, 2008 | J. P. Gownder

    Twenty-one percent of North American adults work from home today, either as home-based business owners, by telecommuting, or when they take their company laptop home to work after hours. Home...

  • Report Benchmark 2008: Putting The Personal Into The PC

    North American Consumer Technographics
    July 23, 2008 | J. P. Gownder

    While personal computer penetration has reached a nearly ubiquitous 86% of US homes, the nature of the PC is changing for consumers. Laptops make up an ever-increasing part of the PC market...

  • Report The Dual-Monitor Product Bundling Opportunity

    Product Strategists Should Create Product Bundles To Target Young, Web 2.0-Savvy Consumers
    July 1, 2008 | J. P. Gownder

    Information workers have employed dual-monitor solutions on their desktops for years. Yet consumer product strategists aren't actively marketing dual-monitor product bundles to consumers. They're...

  • Report HP's New TouchSmart Strikes A Chord

    The All-In-One Touchscreen PC Embodies An "Age Of Style" Product Strategy
    June 20, 2008 | J. P. Gownder

    HP's new TouchSmart stands apart from its earlier, limited-release cousin with better features, new software, and a lower price point. Employing an innovative touchscreen interface, the TouchSmart...

  • Report The Future Of Apple Inc.

    By 2013, Apple's Product Mix Will Make It A Credible Hub Of The Digital Home

    Consumer product strategists frequently ask Forrester how Apple's product strategy will evolve: What will Apple's product portfolio look like five years from now, and how is Apple preparing for...

  • Report US Digital Camera Owners Move Photos Online

    The Internet Has Become A Key Medium For Photo Storing, Sharing, And Printing
    April 2, 2008 | Alexander Hesse, J. P. Gownder

    With more than six in 10 US individuals owning a digital camera, digital photography has gained mass-market status in the US. Digital camera owners are happy snappers who take about 28 photos per...

  • Report Marketing The Socially Responsible PC

    Dell And Microsoft Bolster Their Consumer Product Brands With (RED)
    February 21, 2008 | J. P. Gownder

    Dell is offering PCs, with Microsoft's Windows Vista software, cobranded with the (RED) campaign, a philanthropic effort to combat HIV/AIDS in Africa. This type of social responsibility marketing...

  • Report Home Servers In The Digital Home

    Windows Home Server Will Accelerate Growth Of A New Product Category
    February 1, 2008 | J. P. Gownder

    Consumers' growing digital assets in the form of music, photos, and video will require backup, management, and streaming. In multiple-PC households, complexity has grown, while backup behavior has...