That motivates you to buy certain technologies while others don't even garner a second look? While there's no magic formula to make you sit up and take notice of the latest gadgets, marketers are getting better at finding the right hot-buttons to push.
One strategy they're using is "technographics." Defined in a recent report from Forrester Research Inc., a market research firm in Cambridge, Massachusetts, technographics helps pinpoint buyers by taking into consideration their motivations, spending habits and attitudes toward technology. With the explosion of consumer technology and buyers' reluctance to purchase without proof of value, technographics allows technology product marketers to finely tune their products to those needing them most.
Technographics uses several factors to identify 12 technology buyer groups. Among them: Fast Forwards, or career-oriented technology believers who are strapped for time and adopt business technologies and productivity software to enhance their work and make more money; Handshakers, or executives who value relationships above technology and like easy-to-use technologies like cellular phones; and Cybersnobs, or status-oriented, high-income technology lovers attracted to big-ticket toys.
Which one are you? Getting in touch with your motivations and attitudes toward technology and how you plan to use it can help you identify exactly what technology your business needs-and can do without. After that, sit tight. No doubt, there's a technology product just around the corner that's right for you.