In the current time of digital disruption, market insights professionals need to know the market their organization plays in well enough to identify the “adjacent possible” but also to understand how receptive their customers are to new offerings. With that in mind, I’ve taken a fresh look at Forrester’s Technographics® segmentation. This segmentation is built on three main components: motivation, income, and technology optimism/pessimism using a proprietary algorithm and is created in 1997 when we first began collecting our Technographics® data to help companies understand and predict changes in the consumer technology landscape. In 1999, Forrester published a book, called 'Now or Never', that covered how companies should use the model.
Recently I was wondering: does the segmentation still hold for current technologies like tablets and can it still help companies understand and predict technology behaviors? For this, I analyzed tablet uptake as well as buying intention of tablet from one of our European surveys by segment: