Forrester Ladder and Zest for God
Forrester Ladder and Zest for God
At the heart of Social Technographics is consumer data that looks at how consumers approach social technologies – not just the adoption of individual technologies. We group consumers into six different categories of participation – and participation at one level may or may not overlap with participation at other levels. We use the metaphor of a ladder to show this, with the rungs at the higher end of the ladder indicating a higher level of participation.
We assume that there are many people in their quest to find the truth about themselves: where they come from, what the purpose of their lives is, where they are going to... They are, knowingly or not, trying to find the lead towards their Creator. Some of them do it contiously, others rather not. Most probably, an advance hypothesis would be that those touched by the grace who are already seeking to find God, are already past the ladder's step beyond the point of being mere spectator. They are already contributing in the network social sites, or beyond that using RSS, and criticising blogs, even creating their own blogs (that would give them a margin of just 13% of the total).
Comment: For example, 13% of US online adult consumers are "Creators" meaning that they have posted to a blog, updated a Web page, or uploaded video they created within the last month. I would fall this group because of this blog. I'm also a user of services like flicker so would be a "Collector" as well. But I'm also active on social networking sites like facebook, so I am also a "Joiner". Lastly, while I enjoy reading environmental blogs like Treehugger, I'm mostly a "Spectator" when it comes to that content area, although I occasionally add a comment here and there.
The value of Social Technographics comes when it's used by companies to create their social strategies. For example, in the report we look at how Social Technographics profiles differ by primary life motivation, site usage, and even PC ownership.
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