technographic

Technographic refers to data about technology usage by individuals or organizations, and to the study and application of such data for analysis and decision-making. It encompasses information about hardware, software, cloud services, IT infrastructure, and digital practices.

In business-to-business contexts, technographics are used to characterize an organization's technology footprint, such as the stack of applications, data management tools, cybersecurity measures, and deployment models. This information supports market segmentation, account-based marketing, product development, and sales targeting.

Data are collected from multiple sources, including surveys, vendor and vendor-provided datasets, public technology footprints, website analytics, and telemetry. Firms often combine technographic data with firmographic and behavioral data to create enriched profiles of customers and prospects.

Challenges include data quality and timeliness, standardization of technology categories, and privacy or consent considerations. Analysts must account for potential biases, incomplete coverage, and rapidly changing technology ecosystems.

Technographics contrasts with demographics by focusing on technology rather than static attributes; it is related to firmographics in business contexts. It is part of broader market intelligence and is used by marketers, sales teams, and product planners.