RazorfishOutlookReportVol10

WRITTEN BY
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Brandon Geary
SVP, Strategy
@bRANDgEAR
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Humanity Check —
What Consumers
Really Think
About Tech
To get outside the digital marketing bubble, we conducted a series
of focus groups, in-depth interviews, and ethnographic sessions
in San Diego, San Francisco, Seattle, Chicago, Ft. Lauderdale,
and Portland, Ore. The goal was to uncover what’s really going
on in the everyday user’s technology life. Among the insights
that emerged: people still need their physical space, brands get
points for effort, there’s a new kind of couch potato and there’s
plenty of tech-fueled confusion in consumers’ lives.
Talk to a few tech pundits about what’s next and you’ll very quickly see a calcified
conventional wisdom form. Facebook and/or Twitter are totally integrated into
everyone’s life and everyone wants to share everything. Quick Response (QR) codes
count as progress. Google and Apple are loved by all and the world is waiting
to see what both will do next.
But talk to real people and you get a different story. To get outside the digital
marketing bubble, we conducted a series of focus groups, in-depth interviews, and
ethnographic sessions in San Diego, San Francisco, Seattle, Chicago, Ft. Lauderdale,
and Portland, Ore. The goal was to uncover what’s really going on in the everyday
user’s technology life. There were 56 respondents age 18-49, all of whom had
broadband access in their home, a smartphone and a computer. But they didn’t
identify themselves as super users or even technology enthusiasts.
OUTLOOK OutLOOk REPORT repOrt | VOL 10
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