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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9 results in Reports

  • Brad Bortner
  • Customer Experience Management
  • 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: 406
  • 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: 335
  • 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: 753
  • 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: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: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: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