Why Forrester's Social Technographics Profile tool should have India in it!

If you were writing a social media strategy plan, the first thing you'd want to do is - look at the Social Technographics Profile of your target market. Forrester has provided a handy tool for this purpose(see below - also, to know more about Social Technographics, check this post on groundswell blog or even better - buy the Groundswell book).

However, as you can see above, Forrester's Social Technogrophics Profile tool has data for only 12 coutnries and India is not one of them. Canada was added only recently (around 2 months back). My aim in this blog post is to create a compelling case for including India in this tool.

1. I don't think the choice of countries to be included in this list was driven by the number of internet users that each country has. After all, India has the 4th largest number of internet users in the world. It's true that the ratio of population with internet access to total population of country is abysmally low (7%) but the absolute number is way higher than many countries that are included in the list.

2. The second highest number of hits to Forrester's website comes from India - for whatever it counts. I'm sure many of these Indian visitors will be really happy to see their Social Technographics profile in Forrester's tool.

3. Forrester.com is ranked 9539 in India and 3747 in USA. In relative terms, India ranks forrester.com much above than what Australia and France do. What it essentially means is Forrester.com is more popular in India than in France and Australia (countries included in Forrester's Social Technographics profile tool)

4. India ranks 7th in the whole world among people who search for Forrester on Google. I'm sure many of these Indians feel a little disappointed when they don't find India on Social Technographics profile tool.

5. Thought leaders such as Gaurav Mishra (CEO of 2020Social) have taken initiatives in building Social Technogrpahics profile of Metro India and many others in India are doing similar research. However, Forrester is best equipped to come up with these numbers and to remove the prevailing guess work.

6. A huge amount of social media data related to India is already available from various sources such as http://www.vizisense.com/ http://juxtconsult.com/, DoubleClick, comSource, eMarketer, IMRB, http://in.nielsen.com/, IAMAI, etc.

7. Hundreds of companies in India have either already invested or are planning to invest in Social Media marketing campaigns. They'd benefit greatly if Forrester's Profile tool had data from India

8. The internet penetration in India is growing exponentially. Tracing the social technographics profile of this dynamic population will be a very interesting excercise and may reveal several exciting insights about Indian internet users.


  1. I think even though internet penetration is growing exponentially, India has leapfrogged from e to m-commerce. We also have seen a push from the Indian government and everyone including the consumers and the mobile service providers are waiting for the 3G spectrum auction to happen. I know 90% would be used for voice - hoping for at least 10% for data. But I do agree with you a mention of India in the research was called for.

  2. Interesting point. That's probably all the more reason for Forrester to look at Indian Social Technographics ladder and see how increasing usage of mobile changes the Technographics behavior of Indians.