What's The Social Technographics Profile Of Your Customers?

Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a community there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. You can use the tool on this page to get started.

Forrester's Social Technographics® classifies consumers into six overlapping levels of participation (see short presentation). Based on our survey data we can see how participation varies among different groups of consumers, globally. We also analyze the participation of people who buy technology.

Want to profile your customers? Forrester Research's Consumer Technographics® data covers hundreds of brands and behaviors globally — customers of specific retailers and car owners by brand, for example. Work with us to profile your customer base, then develop a social technology strategy. For more information, contact our sales team.

Data comes from the following surveys:

US: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents

Europe: Forrester Research's European Technographics® Benchmark Survey, Q2 2009, 25,932

Asia Pacific: Forrester Research's Asia Pacific Technographics® Survey, Q2 2009, 7,652

View the profile of business technology buyers.

Consumer Profile Tool (now with 2009 data)

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Features of this profile:

For an explanation of these groups (Creators, Critics, etc.), see a presentation (8 slides) or read Chapter 3 of Groundswell.
Bars indicate the percentage of the selected demographic that are in each Social Technographics group.
The white marks indicate the same percentages for the whole population of the country selected.
The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.
The message "No data available" appears when you request a profile for which our survey samples are not large enough to provide a reliable answer. This occurs for age groups in Japan, Metro China, and South Korea. To see profiles in these countries, set the Age to "Not specified".