NetRatings Inc., which provides the Nielsen//NetRatings Internet audience measurement service, is teaming up with technology research firm Forrester Research Inc. to create what it said is the industry's first Technographics Internet audience measurement service.
The new service, announced yesterday, allows marketers to understand how consumer attitudes and technology buying behavior relate to their Internet surfing habits, the companies said. The service combines Forrester's Technographics segmentation with Nielsen//NetRatings' Internet user data collected from its 70,000 U.S. panelists. Technographics is a quantitative research program Forrester uses to analyze how technology affects consumers' attitudes and behavior.
The companies said the new service will allow marketers to answer such questions as: “Where can I find consumers most likely to buy cutting-edge entertainment products such as iDTV and MP3 players?” and “Where can I find those that are most likely to adopt bill payment or wireless financial services?”
