Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of
VCR users. It was elaborated upon in the article "Segmenting VCR Owners" published in the
Journal of Advertising Research. The article suggested that the profiling of technology consumers "should be based on an amalgam of variables which might best be referred to as 'technographic'... which focuses on the motivations, usage patterns, attitudes about technology... as well as measures of a person's fundamental values and lifestyle perspective." The concept has been adopted by Forrester Research, Inc. as a research service for information-technology and marketing professionals, business strategists, and technology industry executives. Technographics has two categories, Social Technographics and Mobile Technographics. Technographic data can be mined from technical support forums, company social media postings, press releases, government/public websites, and even online job postings. ==See also==