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.