Gartner Research

Tech Go-to-Market: Using Gartner's Psychographic Enterprise Personality Profiles for Improved Segmentation and Qualification

Published: 14 February 2017

ID: G00319351

Analyst(s): John-David Lovelock, Hank Barnes, Derry Finkeldey, Jonathon Hardcastle

Summary

Gartner's latest enterprise personality profile research helps technology product marketing leaders refine their market segmentation and customer qualification strategies. EPPs use psychographics to explore the planning, control and motivation issues behind technology purchase decisions.

Table Of Contents

Analysis

  • Introduction
  • An Approach for Predicting Technology Adoption
  • Gartner's Psychographic Enterprise Personality Profiles
  • The Distribution of Enterprise Personality Profiles
  • The Seven EPPs Can Be Found Across Company Size, Industry and Geography
    • Personalities by Size
    • Personalities by Geographic Region
    • Personalities by Industry
  • Applying the Personality Profiles — An Example
  • Using Enterprise Personalities to Improve Go-to-Market Effectiveness
  • Summary
  • Appendix
    • Overview of the Technology Adoption Life Cycle Through the Years

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