Now, more than ever, a deep and fresh profile is critical to planning.
If your company is creating the future, and you want key decisions supported by solid data and fewer assumptions, you have come to the right place. MetaFacts helps leading technology firms measure their current and future customers with empirical research. This site describes the many answers that MetaFacts’ market research supports.
Technology users lead a full and rich life, and Technology User Profile (TUP) reveals it in great detail.
In 1983, when TUP began, IBM PCs were in use within a small segment of the population and Apple’s Macintosh hadn’t yet been released. Since then, technology users are well beyond those few tech-savvy early adopters, and include the full range of people – rich, poor, highly-educated, less-educated, and employed or not. The TUP study continues with its original design – to measure who is using which technology product or service, and provide solid research deeply profile users and usage.
Since that first wave of TUP, the syndicated research study has maintained a balance in multiple dimensions:
measure the future before it happens so we can help our clients create the future, while also measuring the past to understand both adoption and retirement, both usage and migration from one type of technology to the next
have a large enough sample size to be useful, while still keeping costs low so many clients can benefit
survey the full range of users to be representative, from early adopters to laggards, from high to low-socioeconomic, and hyper-techie to basic
include survey questions about emerging technology products and services, while also including those broadly used
maintain highly-comparable questions from TUP wave to wave, while also ensuring that questions are relevant
The many waves of TUP are available as TUP Trends Datasets, making it easier than ever to deeply analyze trends.
Extensive information about buying behavior is available in TUP – Technology User Profile.
The retail adage: “buyers vote with their feet” is a reflection of old thinking, just as “new buyers vote with their mouse clicks” shows the same partial thinking. Up-to-date technology marketers and researchers know well how important it is to understand the full view of buyers. Consumers are influenced by many screens – and only having one view misses out on the true picture. After all, buyers have many choices and demonstrate time and time again their willingness to change.
Consumers have expanded, contracted, sidestepped, and evolved their buying behaviors. Retail has defied the proclamations of its doom and yet is not what it used to be. As tech buyers continue to change their tastes and preferences, they have tried many different types of channels. The changes are far from over.
Extensive information about the personal computer market is available in TUP – Technology User Profile.
Despite the on-the-go lifestyle of the technology consumer, there’s still a sense that “home is where the heart is.” It seems that home and work desktop PCs, while no longer the only option, still have a solid place in the tech-race. As mobile devices develop more PC-like qualities, and as desktops grow out of clunkerhood, each spurs the other on to top the market.
Below are a few examples of questions addressed in TUP related to the PC market. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies and services are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece, providing access to answers to the following questions as well as many others.
Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
MetaFacts periodically releases research results to the public on a wide range of topics. The following links will guide you to the MetaFacts’s Findings pages with the most recently released findings on the selected subject.