Technographics Launch for Australia

Forrester Research and amrinteractive and are set to introduce Forrester's business and consumer Technographics into Australia. This was previously only available in the United States and Europe.

Forrester's Technographics service is a survey and segmentation system that analyses consumers by the motivations, attitudes and income they bring to the adoption and use of technology. It answers questions on mobile phones through to digital television assessing the choices people make as they approach products and services.

amrinteractive chairman, Brian Fine said, 'This new business and consumer segmentation service from Forrester offers a whole new set of strategic marketing opportunities. In the US Technographics has become a by- word for better understanding the complex, new world of technology. We are excited to be working with Forrester to make the Technographics service available in Australia.'

John McCarthy, group director of research for Forrester in the US, said 'Partnering with amrinteractive in Australia is a tangible sign of Forrester's confidence in and commitment to this market. We have watched the rapid uptake of new technology in Australia and feel this is the right time and the right place to be introducing new tools to better plan and manage technology in the marketplace.'

Jim Alexander, CEO of online services added, 'Technographics, together with Forrester's US reports and amrinteractive's local analysts, provides the Australian market with the most comprehensive set of services together with a whole new set of opportunities for Australian business and government to better understand the dynamics of new technology.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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