The Social Technographics Profile

This blog is a response to chapter 3 of the groundswell textbook called “the social technographic profile.”

This chapter talked about how people participate in the groundswell. For the uniformed, the groundswell is, “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (Li & Bernoff, 2008, p. 9).

In order to analyze the activities in the groundswell, we can look at the social technographics profile.

The social technographics profile includes the following groups:

  • Creators: these people publish blogs, upload YouTube videos, and create content that other people can view and share on the internet
  • Critics: similar to a movie critic, these people post comments on videos and blogs, rate things, and post reviews of product/services online
  • Collectors: like their name suggests, they collect things. In this case though, they collect URLs/webpages/images and do this by using the bookmarks feature in their browser, or other websites that help facilitate this
  • Joiners: people that join and update their social media sites
  • Spectators: also known as “lurkers” on parts of the internet. These people consume what everyone else produces – whether it is original content from creators or comments from critics
  • Inactives: nonparticipants. Yes, they exist (Li & Bernoff, 2008, pp. 43 – 45).

Using Forrester’s Social Technographic tool, I looked at a target market of people ages 35-44 that lived in Canada. The target market I had listed in my first activity for AMA was quite broad, so I decided to narrow it down. I did two versions – male and female, as I was curious what the differences would be.


(Forrester Research, Inc., 2012)


(Forrester Research, Inc., 2012)

Taking a look at this data, males ages 35-44 are more likely to be creators, critics, collectors and spectators when compared to females of the same age. In contrast, females are more likely to be joiners. The amount of inactives is relatively close. This really surprised me! When looking at the indexes, females aged 35-44 are more likely to be joiners when compared to all adults and males are more likely to be creators.

(Alexa Internet, Inc., 2014)

(Alexa Internet, Inc., 2014)

Using the tool that is provided by Alexa, I looked up and found that the website ranks 5,935 in Canada, with a majority of its visitors located in Canada as well (Alexa Internet, Inc., 2014). The audience demographics for AMA’s website are more skewed towards females, with no college education and somewhat to those with a college education. The most popular browsing location for this website is from home. This does surprise me a bit, as I definitely thought that our audience’s demographics would have a higher education. However, if our audience is mostly females, with no college education and they’re browsing from home – maybe they are a stay at home mom? However, the confidence rating on this data is low, so I am not sure how accurate it is.

To wrap up this blog, I thought it would be interesting to take a look at myself and think of what I am compared to what the Forrester tool states for social technographics profile. And I gotta say, they hit the nail on the head.

(Forrester Research, Inc., 2012)

(Forrester Research, Inc., 2012)

I definitely am a joiner (I am on Facebook, YouTube, Twitter, Instagram, LinkedIn, etc, etc.) and on all of those websites I spectate, posting occasionally (a bit of a creator) and responding sometimes (a bit of a critic).

Thanks for reading! 🙂



Alexa Internet, Inc. (2014). Alexa. Retrieved June 7, 2014, from

Forrester Research, Inc. (2012). What’s The Social Technographics Profile Of Your Customers? Retrieved June 7, 2014, from Empowered:

Li, C., & Bernoff, J. (2008). Groundswell. Boston: Harvard Business Press.


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