Guacamole kit vs. iPhone

Trader Joe’s guacamole kit – everything one needs to spend the dullest hour of their life. But for my wife this nifty package of onion, pepper, garlic and avocado evokes electrified enrapture.

For me, it’s the iPhone. This gadget has changed how I interact with the world, or arguably the world itself.

Culinary expert and technology geek. Two very different consumers. Yet we often lump everyone together, tend to think of them as one unit when we design our marketing plans and websites. Because we have a bead on their demographics and possibly psychographics we assume they use the web and social technologies the way we want them to. They don’t.

How do you design for these ginormous technology disparities? How do you leverage them into your marketing plan? You begin by knowing more than demographics, get to know your audience’s technographics. Coined (and trademarked) by Forrester, technographics is the study of how people use social technologies. Here’s a few links to begin learning…

• Social technographics explained
• New 2008 social technogolies data reveals rapid growth in adoption