How do you compete in a marketplace that is continually shaped by technology? Who are the leading edge customers who can help your organization be ready for the future? How do we ensure your cutting-edge product or service channel will be accepted by your mainstream customers and not just the elites?
Many of our clients are at the forefront of the technology revolution. They may be a manufacturer designing a trendy gadget, a service adding a new e-commerce channel, or a non-profit using social media to create global communities. Rockbridge possess special expertise in the study of adoption of cutting-edge products and services. Our proprietary Techqual™ scale is proven tool for classifying consumers into segments based on their "techno-readiness". Our team has published and spoken extensively on the consumer behavior of technology adoption and can offer valuable perspectives on marketing to consumers and businesses.
The National Technology Readiness Survey (NTRS) has tracked beliefs about technology and key behaviors related to e-services, social media and cutting edge products. It includes measures of consumer technology readiness and identifies emerging trends in commerce and society. The study is administered by Rockbridge Associates and is sponsored by the Center for Excellence in Service at the University of Maryland’s Robert H. Smith School of Business. The NTRS is based on a random sample of U.S. adults (18 years or older).
For more information about the 2012 NTRS, please contact us.
Read whitepapers on Technology Readiness Research.