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: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 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: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: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 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: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:Fused Research Modes Will Save You Money

    How To Master The Faster And Cheaper Imperative In Stark Economic Times

    The economy is both eroding financial wherewithal to conduct market research and putting a larger burden on market research professionals to identify successful markets. While vast economies have...

    • Downloads: 218
  • 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: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 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 CIO Professionals

    Report:IBM's Focus On Actionable Insight Paves The Way For Market Intelligence To Be A Strategic Partner

    It is often difficult for market intelligence entities to gain strategic importance. IBM's market intelligence group is achieving this goal with a focus on delivering actionable insight that drives...

    • Downloads: 308
  • For CIO Professionals

    Report:The Verizon Information Research Network Utilizes Technology For Strategic Impact

    The challenge of managing numerous research requests with a small staff is one that affects many market research organizations. Verizon's repository of secondary research, managed by the Verizon...

    • Downloads: 214
  • 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:CSC's ResearchNetwork Provides A Road Map To Becoming A Strategic Partner

    Becoming a strategic player within the company is a problem that plagues many business-to-business (B2B) market researchers. Computer Sciences Corporation's (CSC's) ResearchNetwork is a group that...

    • Downloads: 240
  • 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:Inquiry Insights: Why Do So Many Roles Have Market Research Questions?

    Market Research Professionals Should Take Heed Or Risk Losing Relevance

    Forrester receives a significant number of inquiries about market research from its clients. These range from best practices to the implications of technology for research approaches. Strangely, less...

    • Downloads: 210
  • 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: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: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: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 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: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