The Five Technology Readiness Segments based on the TRI

Techno-Types. Our research shows that people react differently when encountering cutting-edge technology and can be categorized into five distinct segments. Each "techno-type" has different beliefs about technology based on the four techno-readiness (TR) dimensions of Optimism, Innovativeness, Discomfort and Insecurity. The segments vary in demographic and psychographic terms, and in the speed and intensity in which they adopt technology. In order of overall TR, from highest to lowest, the segments are as follows:

• Explorers (TR Index Score = 123): Typically young, upscale males, these users are extremely innovative and uninhibited when it comes to technology. They are also optimistic, comfortable and secure with technology. Explorers are curious about the world, which also explains why these heavy users of technology are the first on the block with the latest gadgets - the ones who can turn on the computer and never look back.
• Pioneers (TR Index Score = 104): Mostly young and middle class, they believe in technology, but are not as comfortable in stickhandling it compared to Explorers. They are optimistic and somewhat innovative, and even impulsive and success oriented. Yet they are still hampered despite their motivation. Willing to tinker and try new things, in fact heavy technology users, they still have more problems than Explorers in making technology work for them.
• Skeptics (TR Index Score = 102): Usually of average age and upper-middle class, this group does not really care one way or the other about technology. They are pessimistic and not very innovative with it, even if they are comfortable and secure around it. Above all, the Skeptics need to be "sold" on the benefits of technology and its importance. Otherwise, an "I can take it or leave it" attitude will prevail. They are moderate users of technology.
• Paranoids (TR Index Score = 88): Often middle aged, with lower incomes, they are held back by their insecurity and discomfort with technology. They may believe in technology, but will not necessarily experiment with it to see what it can do, owing to self-consciousness and a feeling of being under pressure. Accordingly, they are light users.
• Laggards (TR Index Score = 79): Typically older, and with lower incomes, these people do not believe in the value of technology, lack curiosity about it and are, in fact, fearful of it. These are the people who are still wrestling with a technology when most others have already acquired it and are considering it only because they are having a hard time finding a store that still sells the earlier generation.

Each technology segment presents a different set of obstacles and opportunities for a cutting-edge product or service. And, each segement requires a different marketing strategy to ensure the long term success of the product. For example, earlier stages of marketing require an emphasis on technology evangelism and advanced functionality (directed to Explorers) while later stage strategies require an emphasis on usability, technical support, reassurance and clear communication of benefits.