Josh Bernoff

Senior Vice President, Idea Development serving Marketing Leadership PROFESSIONALS

Josh is senior vice president, idea development at Forrester Research and is responsible for identifying, developing, and promoting some of the company's most influential and forward-looking ideas. Josh is the coauthor of the BusinessWeek best-selling book Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Review Press, 2008), a comprehensive analysis of corporate strategy for dealing with social technologies. Abbey Klaassen, editor of Advertising Age picked Groundswell as "the best book ever written on marketing and media," and Amazon's editors put it in the top 10 business books of the year. Josh's newest book Empowered: Unleash your Employees, Energize your Customers, Transform your Business (Harvard Business Review Press, 2010), written with fellow Forrester analyst Ted Schadler, tells how to manage your company in the age of empowered customers and employees.

Josh joined Forrester in 1995. In 1996, he created the Technographics® segmentation, a classification of consumers according to how they approach technology. Forrester has used this segmentation as the basis of its consumer research offering, also called Technographics, since 1997. Josh is also known for 10 years of analysis of the television industry.

Josh's research, analysis, and opinions appear frequently in publications like The New York Times and The Wall Street Journal. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age. Josh has keynoted major conferences on television, music, marketing, and technology in Barcelona, Spain; Cannes, France; Chicago; London; New York; Rome; Tokyo; São Paulo, Brazil; and Seoul.

Previous Work Experience

For 14 years, prior to becoming a Forrester analyst, Josh was prominent in technology startups, including Course Technology, MathSoft, and Software Arts.


Josh has a bachelor's degree from The Pennsylvania State University and was a National Science Foundation fellow in the graduate program in mathematics at MIT.

Josh Bernoff's Research

  • For Marketing Leadership Professionals

    Report: The New Mobile Mind Shift Index

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (M...

    • Downloads: 411
  • For CIOs

    Report: Re-Engineer Your Business For Mobile Moments

    The mobile mind shift is the expectation that your customer can get what she wants in her immediate context and moments of need. This shift means the battle for your customer's attention will be...

    • Downloads: 474
  • For Customer Experience Professionals

    Report: Mobile Moments Transform Customer Experience

    Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experi...

    • Downloads: 935
  • For Marketing Leadership Professionals

    Report: The Mobile Mind Shift Index

    Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, i...

    • Downloads: 1042
  • For Marketing Leadership Professionals

    Report: The Splinternet Engagement Index

    The splinternet — the fragmented world of incompatible web, social, video, and mobile touchpoints — is where your customers live now. They want to reach you in more touchpoints, but ...

    • Downloads: 703
  • For Marketing Leadership Professionals

    Report: Strategies For Interactive Marketing In A Recession

    Many economists now believe we are in, or approaching, an economic recession. In the last recession, online spending cratered along with the rest of the advertising industry. But since interacti...

    • Downloads: 3822
  • For Marketing Leadership Professionals

    Report: Introducing The New Social Technographics®

    Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the most active online social activity. When we created the Social Technographics® ladder of b...

    • Downloads: 2566
  • For Marketing Leadership Professionals

    Report: How To Choose The Right Social Technologies

    Building a social technology strategy? Pick your objective first, then choose the appropriate technology to accomplish your goals. In this document we describe which technologies work best for l...

    • Downloads: 2476
  • For Marketing Leadership Professionals

    Report: Peer Influence Analysis

    For marketers seeking the sort of reach offered by advertising, social media has posed a challenge. Based on our surveys, we now know that people in the US generate more than 500 billion online ...

    • Downloads: 2678
  • For Marketing Leadership Professionals

    Report: The Growth Of Social Technology Adoption

    Social technology adoption increased tremendously this year. Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. What else changed? Rat...

    • Downloads: 1995
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