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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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