|
Rockbridge brings its clients extensive knowledge about how consumers and organizations adopt and evaluate technology. We augment this knowledge with specialized tools and databases to conduct market research for techno-based products and services, including a proprietary scale that measures technology receptivity and that segments individuals based on their technology beliefs. The following describes our major initiatives in this area.
The National Technology Readiness Survey — This syndicated report, based on a nationally projectable telephone survey, provides valuable insights into what motivates consumers to adopt advanced technologies. The NTRS is a rich database of information on how U.S. consumers feel about technology, e-commerce and e-service.
Download a Summary of the 2004 NTRS
Interactive Statistics on TechQualŽ and Internet Penetration
TechQualŽ Technology Readiness Index — We have developed tools which can be used to measure and diagnose the level of technology readiness among customers (b2b and b2c) and employees. The feedback from these measurements can help identify obstacles to making effective use of technology and determine strategies for succeeding in new initiatives. Try our abbreviated "fun" TR Scale to test your own "technology readiness."
Primary Research on Technology Readiness — Rockbridge, along with Professor A. Parasuraman of the University of Miami and other scholars around the world, are conducting on-going research into the correlates and consequences of Technology Readiness. The research has been widely presented and published all around the world, and is the subject of a book, Techno-Ready Marketing. The information helps corporations, government and associations plan more successful technology and e-service strategies. Rockbridge is a partner in the University of Maryland Center for e-Service.
Proprietary Research on Technology Issues — Rockbridge conducts extensive research for clients who deploy cutting edge technologies in the services and entertainment sectors. We draw upon our extensive knowledge of technology marketing and use our proprietary tools such as TechQualŽ.
|
