Experian, Forrester Team to Reach Techie Consumers

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Experian and Forrester Research Inc.yesterday discussed the debut of Technology Enthusiasts, a mutually developed segmentation mechanism designed to link technology marketers with technologically savvy consumers.


"To build the Technology Enthusiasts models, we match Forrester survey information to our INSOURCE consumer marketing database to develop a more complete customer analysis of the respondents for broad-base extrapolation," Jai Sanyal, director of modeling and segmentation tools for Experian, Orange, CA, said in a statement.


Using Forrester's Technographics research database of consumer surveys and Experian's consumer data, Technology Enthusiasts allows marketers to reach consumers most likely to engage in hi-tech pursuits, according to Experian.


Forrester Research, Cambridge, MA, compiles consumer survey data from more than 100,000 North Americans regarding technology adoption, use, attitudes, motivations and buying activity.


Through predictive household-level modeling, Experian aims to put marketers in touch with hi-tech prospects as well as identify their own customers' technological leanings.


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