Technographic segmentation

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Technographic segmentation for marketing management is a market research analysis tool used to identify and profile the characteristics and behaviors of consumers through the process of market segmentation. Traditionally market researchers focused on various demographic, psychographic, and lifestyle schemes to categorize and describe homogeneous clusters of consumers that comprise possible target markets.

With the advent of personal computers and home video in the late 1980s and the explosion in Internet use, personal digital assistants, BlackBerries, video games, cell phones, etc. in the 1990s, information and communication technologies have emerged as a central focus and defining force in a wide range of occupations and lifestyles. Accordingly, market researchers realized the need for a segmentation scheme based on the role that technology plays in consumers' lives.