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Buyer Aware

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This story appears in the July 1997 issue of Entrepreneur. Subscribe »

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.

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