Technology is completely embedded in consumers’ lives today. It deeply influences their experiences, expectations, behaviors, and mindsets.
Introducing new innovations or just keeping up and optimizing your existing services is an ongoing challenge. You need to know if your customers are ready for the next innovation, and which customers will be more receptive to your new ideas or how to make adoption easier for the rest.
At Rockbridge, we’ve always had a passion for understanding how future innovations influence consumer behavior and business decisions. And for over 20 years, we have been studying, modeling, and socializing our learning.
TechQual® is our solution to help you understand your audience’s readiness to adopt and embrace new products, services, and experiences. Over many years of research, we have developed a construct of Technology Readiness (TR). This framework assesses a consumer’s propensity to adopt and embrace cutting-edge technology at home and in the workplace.
Measured via our Technology Readiness Index (TRI), individuals are scored on their tendency to adopt technology and categorized into one of five segments. These segments provide valuable insights into their beliefs and also provide you with a better understanding around their dynamics behind acceptance and satisfaction, allowing you to tailor product development and customer support to meet the diverse needs of your target audience.
This framework recognizes that consumers adopt new technologies in different ways and have different barriers to overcome along the way. Your target audience is not monolithic, so the TR framework uncovers the various dimensions that impact tech adoption among different segments of your audience. For example, some consumers need help from customer support resources along the way to overcome their discomfort and insecurity using a new technology. Other consumers merely need to be convinced of the benefits before trying a new technology.
Benefits of the Approach
By leveraging our proven TechQual ® solution, we deliver a deeper understanding of consumer acceptance of your new products and services. You also get an added layer of insight that accounts for tech-readiness for your:
- Customer segmentation research,
- UX testing,
- CX measurement program,
- Message development, and
- New product/feature concept testing.
More about Technology Readiness:
Through our ongoing research in partnership with Dr. A. Parasuraman, one of world’s leading scholars in marketing and services management, the metrics and segments underlying TechQual ® have been rigorously tested for reliability and validity. It has become a global standard across industries for studying technology and has been used by hundreds of university researchers in more than 40 countries for evaluating new technologies and publishing in journals. The index has been used in a wide range of applications and markets, including travel, healthcare, financial services, education, physical therapy, online gaming, eldercare, transportation, digital government, agriculture, and emerging markets.
The National Technology Readiness has tracked technology and e-commerce trends annually since 1999. The survey is co-sponsored by Rockbridge Associates, Inc. and the Responsible Business Center at Fordham University’s Gabelli School of Business.