How do information workers -- people that use computers or smartphones in their job -- spend their days?
We set out to answer that question using our new Workforce Technographics(R) data. In our launch survey to understand how regular people use computers, smartphones, and applications to get their work done, we surveyed 2,001 people in the US with jobs in which they use a computer. We asked about all kinds of things, including how much time they spend with their computers and phones, which applications they use daily or even hourly, what applications they find indispensable, whether they work mostly with other employees or with customers or partners, and much more.
Our first report is a quick snapshot of a day in the life of an information worker (iWorker). (We'll be sharing a lot more data at a Webinar on Thursday at 11 AM ET; register here.)For example, did you know that:
Gen X (not Gen Y) is the most likely to use Web 2.0 technology to get their job done?
Smartphones are available to only 11% of US information workers?
Email is still the only application used on an hourly basis by most iWorkers?
Employees are people, too.They just don't look like you. At least most of them don't. To understand what your workforce needs from technology and from you, you have to walk a mile in their shoes.
That's hard to do -- not to mention darn uncomfortable at times! But it is possible to get to know your workforce by grouping them by who they are and what they need from you. There are three techniques that consumer market researchers have developed over the last 40 years to do just that:
Surveys to analyze and segment the workforce. This is step one and something that we'll drill into more detail on over the next few blog posts. Asking good questions, making sure everybody's represented, doing analysis that helps you answer your key questions, this is where the best analysis begins. You'll come up with segments like "technology enthusiasts" and "road warriors."
Focus groups to bring the segments to life. Once the segments are identified, you can invite 5 or 6 people to come in and talk about what they do and what they need from technology. This gives you the "why" and the "how" to go along with the "what" that the survey and segmentation provide. With focus groups, a road warrior starts to look like a real person.