Jonathan Browne

Senior Analyst serving Customer Experience PROFESSIONALS

Based in London, Jonathan serves Customer Experience Professionals. He examines the best practices of companies creating groundbreaking customer experiences online, including the mobile Web and new social computing channels. He leads Forrester's research in Europe on interactive design agencies and personas.

Previous Work Experience

Prior to this role, Jonathan was a senior analyst serving Customer Experience Professionals in Tokyo. He lived in Japan for 14 years, helping to launch Forrester's Japan office in 2000 and serving as a country sales manager there before becoming an analyst in 2006.

Prior to joining Forrester, he worked in business development roles for TDK Electronics (UK) and for a trading company in Japan, exporting components to global manufacturers in the computer industry. He is fluent in Japanese.

Jonathan is a founding member of Japan's Persona & Customer Experience Association (formerly Persona Consortium), a nonprofit organization that researches the use of personas. He has delivered presentations on customer experience topics in London and Tokyo, Nagoya, and Osaka, Japan. In November 2006, he delivered a keynote presentation on the future of social computing at the Business Blog & SNS World forum in Tokyo. In March 2008, he delivered a keynote presentation on marketing strategy and trends in globalization of organizations at the CMO Summit in Tokyo.

Jonathan has been cited in publications including Forbes, The Economic Times (India), Nikkei BP, and He has written articles for Nikkei Information Strategy magazine, Web Tantosha (Web Manager) magazine, and he has presented a series of videos on the Softbank Business + IT Web site.


Jonathan graduated from Cambridge University with a degree in Japanese studies.

Jonathan Browne's Research

  • For Customer Experience Professionals

    Report: The Customer Experience Index, UK 2014

    How good is the experience at leading UK companies — as rated by their consumers? This report helps answer that question by providing a benchmark of the quality of experience for 28 UK bra...

    • Downloads: 123
  • For Customer Experience Professionals

    Report: How To Use Text Analytics In Your VoC Program

    Customer experience professionals struggle to get the most out of text analytics tools and make the case for their value. This report describes the pitfalls that customer experience teams should...

    • Downloads: 262
    • Rating:
  • For Customer Experience Professionals

    Report: Lessons In Customer Understanding From Forrester's 2013 Outside In Award Winners

    At Forrester's Forum For Customer Experience Professionals 2013, we announced the winners of our first annual Outside In Awards. The awards recognize organizations that excel at the practices ne...

    • Downloads: 307
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  • For Customer Experience Professionals

    Report: Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

    Personas and customer journey maps are central to companies' customer understanding programs. To understand how firms can get the full benefit from these tools, Forrester interviewed both vendor...

    • Downloads: 1034
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  • For Customer Experience Professionals

    Report: Interactive Design Agency Overview, Europe 2013

    Companies doing business in Europe need vendors that can help them differentiate their brands in an increasingly complex digital landscape. As European consumers continue to adopt new digital to...

    • Downloads: 209
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  • For Customer Experience Professionals

    Report: How Does Social Media Contribute To Customer Experience? Let Us Count The Ways

    Social media already plays a role at each step of customers' complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professional...

    • Downloads: 2020
  • For Customer Experience Professionals

    Report: Customer Journey Mapping: What Is It For?

    Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactio...

    • Downloads: 1288
    • Comments: 1
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  • For Customer Experience Professionals

    Report: Online Experience: A Global Comparison

    Forrester's 2007 reviews of Web sites in Japan, Europe, and the US show a vast majority of sites in all regions to be deeply flawed. On average, US sites offer better customer experience than th...

    • Downloads: 871
  • For Customer Experience Professionals

    Report: The State Of The Art Of Personas

    Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dism...

    • Downloads: 1238
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  • For Customer Experience Professionals

    Report: Executive Q&A: Design Personas And Customer Journey Maps

    Design personas and customer journey maps are valuable tools that support companies' tactical design decisions and the high-level strategic goal of progressing toward Experience-Based Differenti...

    • Downloads: 1086
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