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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10 results in Reports

  • Brad Bortner
  • Marketing Measurement
  • 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 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: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
  • For Customer Insights Professionals

    Report:Does Declining Research Projectability Matter?

    Yes, But Not As Much As You Think

    Conventional wisdom holds that online panels are inherently problematic in supplying projectable findings to the general population — online and offline. Critics assert that online panels...

    • Downloads: 267
  • For Customer Insights Professionals

    Report:Professional Survey Takers: Still A Threat!

    How To Reduce Corruption Risk From Voracious Online Survey Takers

    Professional survey takers (PSTs) are the potential Achilles' heel of the online panel industry. This issue was thrust into the awareness of the market research community almost three years ago when...

    • Downloads: 242
  • 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: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: 547
  • 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:Online Panels: Cheap And Effective, But Buyer Beware

    How To Use — And Not Lose From — Online Panels

    The Internet has introduced a sea change in the market research industry, enabling online panels to deliver a cheaper, faster mode of data collection. But there is a dark side of online panels....

    • Downloads: 190
  • 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