Brad Bortner

VP - Market Insights

Brad Bortner is a vice president of strategy and customer insight for the technology industry group. His research includes the intersection of technology, market research, and vendor strategy. Brad works across tech industry topics with a focus on demand and supply data to help quantify the structural shifts in the technology industry, realize the opportunity of new business models, and understand the emerging technologies that will seed disruptions.

Previous Work Experience

Brad has more than 18 years of strategy and market research experience, attained both as a provider and a client. Prior to becoming a Forrester analyst, Brad was director of custom research at Forrester. He has specialized in research to support bringing technology products to market and helping clients succeed in newly competitive markets. Prior to Forrester, he held positions such as VP at ComScoreQ2 and president of Censydiam USA and worked at MSI consulting. He also has held several line marketing postings within organizations such as IBM/Lexmark, PC Connection, and Radnet.Some of Brad's publications and lectures include: the introduction to The Naked Consumer Today; "Great Marketing Failures, and How to Avoid Them with Motivational Market Research;" Boston ESOMAR conference; and Market Research: Planning and Striking an Appropriate Balance for Business Results.


Brad received a B.A. from Dickinson College, where he graduated with honors and Phi Beta Kappa. He holds an M.A. from the University of Toronto and an M.B.A. from Yale University.

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38 results in Reports

  • Brad Bortner
  • For Customer Insights Professionals

    Report:Will Web 2.0 Transform Market Research?

    Yes — But High Cost Will Mean That Firms With Big Budgets Lead

    Market research online communities (MROCs) will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights that today's traditional qualitative research...

    • Downloads: 1426
  • For Customer Insights Professionals

    Report:Top Market Researcher Predictions For 2008

    The market researcher profession continued to be redefined by the Internet in 2007. The rise of online panels, industry-level attention to the lack of standardization of online metrics, and the much...

    • Downloads: 920
  • For Customer Insights Professionals

    Report:Why Good Segmentations Fail

    Five Steps To Have Segmentations Drive Business — And Your — Success

    Segmentations are the crown jewels of market research — they can provide organizations with deep understanding of particular customers' needs and wants, allowing the firms to align themselves...

    • Downloads: 1123
  • For Customer Insights Professionals

    Report:Segmentation: The Allure And The Risk

    Seven Ways Segmentations Fail, And The Best Practices To Avoid Them

    Savvy market research professionals understand the great promise of organization alignment and marketplace success that segmentations provide. Unfortunately, Forrester hears of many segmentations...

    • Downloads: 1004
  • For Customer Insights Professionals

    Report:Predictions 2009: What Happens In Market Research?

    When The Going Gets Tough, The Tough Get Innovative

    Tough economic times will actually serve to turbocharge the "faster, cheaper, better" changes that have been revolutionizing the business of market research — but expect an increased emphasis...

    • Downloads: 754
  • For Customer Experience Professionals

    Report:Best Practices: Why Customer Satisfaction Studies Fail

    How To Drive Bottom-Line Success With Effective Satisfaction Research

    Spending on customer satisfaction studies continues to outpace overall market research spend in the US, and yet there is a generalized dissatisfaction with the value that companies get from such...

    • Downloads: 983
  • For Customer Insights Professionals

    Report:Market Researchers: A Compass In The Financial Sandstorm

    A List Of Must-Read Research To Help You

    Things are not looking good for the economy: Although the first half of 2008 showed a steady pace of technology spending, that pace is not continuing. In a down economy, businesses face tough...

    • Downloads: 974
  • For Customer Experience Professionals

    Report:Best Practices: The Next Wave In Customer Satisfaction Studies Is CRM Integration

    How Firms Move From Measuring To Fixing Customer Problems

    A rising tide of customer satisfaction research is also lifting the tide of another type of software enabled solution to harness these insights. They are enterprise feedback management (EFM) systems...

    • Downloads: 750
  • For Customer Insights Professionals

    Report:A Simple B2B Segmentation To Increase Revenue

    A usable market segmentation analysis is one of the keys to any market-driven company's success, yet many segmentations fail. This is troubling not only because these types of failures tend to be...

    • Downloads: 691
  • For Customer Experience Professionals

    Report:Best Practices: Enhance Customer Satisfaction's Impact

    Fix Satisfaction Problems, Don't Just Report Them!

    Satisfaction studies often cost a lot and consume vast research resources without ultimately improving business results. Why? The market intelligence organizations that conduct the research often...

    • Downloads: 575
  • For CIO Professionals

    Report:How To Select A Market Research Portal Approach

    Choose From Three Popular Approaches

    Market researchers tell us they want their rich and plentiful research data to permeate their firms — fueling strategic and tactical business decisions. Many market researchers are turning to a...

    • Downloads: 528
  • For Customer Insights Professionals

    Report:Make Yourself An Indispensable Market Researcher

    Use Business Language, Analytics And Market Yourself

    As a business-focused market research professional, you must provide compelling proof that you are delivering value to the organization's bottom line. Given the complexity and diversity of market...

    • Downloads: 483
  • For Customer Insights Professionals

    Report:Online Survey Tools Gain Ubiquity

    Users Coalesce On Key Vendors For Simple Survey Projects

    Market researchers today are using online surveys in droves — in stark contrast to previous models of software package use and pure outsourcing. Why? They are quick, inexpensive, and offer...

    • Downloads: 548
  • For CIO Professionals

    Report:How To Effectively Assess Internal Clients' Satisfaction With IT

    IT executives have asked Forrester how best to assess their internal clients' satisfaction with the wide variety of services they provide. An internal customer satisfaction tracking study provides...

    • Downloads: 516
  • For Customer Insights Professionals

    Report:Integrate Buying Behavior In B2B Segmentations

    Ignoring Buying Dynamics Courts Failure: Use These Five Dynamics To Succeed

    Savvy business-to-business (B2B) market researchers use market segmentations to drive go-to-market planning. However, these segmentations can woefully under-deliver if they do not address the buying...

    • Downloads: 460
  • For CIO Professionals

    Report:Predictions 2010: What Lies In Store For Market Research Tech Vendors

    It's been a tough year in the research industry, but not for all vendors. While full-service firms have languished, online tool vendors have seen strong growth driven by enterprises in-sourcing some...

    • Downloads: 371
  • For Customer Insights Professionals

    Report:Vendor Product Catalog: Online Survey Tools Addendum

    Listing of information collected but not included in Online Survey Tool Vendor Product Catalog. Information available addresses question type and survey design, results and analytics, customization,...

    • Downloads: 1
  • For Customer Insights Professionals

    Report:Role Insights: Market Researchers Struggle For Strategic Relevance

    Align With Internal Clients' Business Needs And Prove Value To Be Valued

    Results from Forrester's Q2 2008 Global Market Research Organizing For Influence Online Survey show that many market researchers have not been able to position their market research groups as...

    • Downloads: 380
  • For Customer Insights Professionals

    Report:Social Media Offer Some Relief For High-Quality B2B Market Research Sample

    But It Will Take Time For The Solutions To Mature

    Online survey research is fast, relatively inexpensive, and the default for many market researchers today. But, business-to-business (B2B) market researchers have a unique challenge in that getting...

    • Downloads: 408
  • For Customer Insights Professionals

    Report:Watch Out For The Landmine Of B2B Online Research

    Challenge Vendors, Consider Geography, And Confirm ID To Succeed

    Business-to-consumer (B2C) online panels have taken off in the US and are gaining steam elsewhere. But business-to-business (B2B) online panel growth has been more fitful because there are fewer...

    • Downloads: 322
  • For Customer Experience Professionals

    Report:Do B2B Customer Satisfaction Right In Tech

    Implementing Four Key Disciplines Will Save You Time And Money

    Business-to-business (B2B) customer satisfaction research is not some sort of rare, exotic research. The same benefits of highly satisfied consumer customers will come to those who execute on...

    • Downloads: 372
  • For Customer Insights Professionals

    Report:Finding Your Market Research Partner

    When Quality Is Hard To Assess, Maintain A Reservoir Of Proven Providers

    The market research industry suffers from a surplus of riches despite significant consolidation at the top over the past two decades: The number of providers is vast, provider source books are...

    • Downloads: 359
  • For Customer Insights Professionals

    Report:Why comScore And Nielsen Disagree, And Marketers Moan

    Three Steps To Improve Your Online Metrics Use

    One of the true business models of the bubbly Internet era is advertising-driven revenue for online properties with the proven ability to attract relevant buyers. Such a model requires a scorekeeper....

    • Downloads: 282
  • For Customer Insights Professionals

    Report:What Type Of Market Research Online Community Vendor Should Tech B2B Market Researchers Use?

    Three Choices Exist, Dependent On Budget, Usage Pattern, And Support Needs

    Market research online communities (MROCS) are the next wave in qualitative research, due to their combination of new qualitative research capabilities and ability to provide cheaper faster results....

    • Downloads: 336
  • For Customer Insights Professionals

    Report:Is The Long Online Panel Quality Nightmare Over?

    Yes — If The Industry Embraces Several Key Quality Initiatives

    Today, almost half of the quantitative research in the US is being conducted with online panels. While online panels provide vastly lower costs and increased speed, they also create heartburn and...

    • Downloads: 267