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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6 results in Reports

  • Brad Bortner
  • eCommerce
  • 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:The Online Panel Quality Wars: All Market Researchers Benefit — Especially B2B Tech

    At the same time that online quantitative research has taken off, dubiousness abounds about the representation of the online panel sample. Buyers ask: Are panels representative of the markets...

    • Downloads: 227
  • 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: 690
  • 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 Insights Professionals

    Report:Market Researchers Demand High Panel Quality

    New Initiatives Can Help With Quality — Particularly With B2B Sample

    The rapid embrace of online panels as a primary method of quantitative research in the US and Europe is a Faustian bargain. Online panels enable cheap, fast insights, but the quality of respondents...

    • Downloads: 236
  • 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: 459