Google Leads High-Tech In Innovation Equity

In a recent Temkin Group report, we examined the Innovation Equity Quotient (IEQ) for 50 large brands. IEQ looks at the percentage of consumers that are likely to try something new from a company.  Within the study, there are five consumer-facing high-tech companies (we didn’t include IBM and Intel, for instance, because they don’t tend to sell directly to consumers).

Since innovation is such a cornerstone to high-tech companies, I decided to take a closer look at those companies. Here’s a look at the IEQ for those firms along with data showing difference across age groups.

Google has the highest IEQ, which isn’t surprising since many consumers see Google as a provider of free offerings. More surprising, however, is that Microsoft’s IEQ outpaces Apple’s IEQ. This data bodes well for Google and Microsoft getting mind share for their new products.

High-tech IEQ is clearly skewed to younger audiences, especially for Apple and Google.

The bottom line: High-tech companies need customers to want their new products

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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