Josh Bernoff

Senior Vice President, Idea Development serving Marketing Leadership PROFESSIONALS

Josh is a bestselling author and 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.

He is the coauthor of three books. His bestselling book on social media, Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Review Press, 2008), was called "the best book ever written on marketing and media" by Abbey Klaassen, editor of Advertising Age. His most recent book is The Mobile Mind Shift: Engineering Your Business to Win in the Mobile Moment (Groundswell Press, 2014). He is also the coauthor of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, 2010).

Josh is the editor of two other books: Outside In: The Power of Putting Customers at the Center of Your Business (New Harvest/HMH, 2012) by Harley Manning and Kerry Bodine, and Digital Disruption: Unleashing the Next Wave of Innovation (Amazon Press, 2013) by James McQuivey.

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, Consumer 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 around the world.

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.

Education

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.

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38 results in Reports

  • Josh Bernoff
  • For eBusiness & Channel Strategy Professionals

    Report:The eBusiness Professional's Blueprint For Strategy In The Age Of The Customer

    Four Imperatives To Establish New Competitive Advantage

    Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

    • Downloads: 52
  • For CIO Professionals

    Report:The CIO's Blueprint For Strategy In The Age Of The Customer

    Four Imperatives To Establish New Competitive Advantage

    Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

    • For CMO Professionals

      Report:The CMO's Blueprint For Strategy In The Age Of The Customer

      Four Imperatives To Establish New Competitive Advantage

      Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

      • Downloads: 46
    • For Marketing Leadership Professionals

      Report:The New Mobile Mind Shift Index

      Analyzing The Appetites Of Your Mobile Customers

      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 (MMSI),...

      • Downloads: 435
    • For Customer Experience Professionals

      Report:Mobile Moments Transform Customer Experience

      Mobile Experiences In Four Steps: Identify, Design, Engineer, And Analyze

      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 experience...

      • Downloads: 966
    • For CIO Professionals

      Report:Re-Engineer Your Business For Mobile Moments

      Embrace The IDEA Cycle: Identify, Design, Engineer, Analyze

      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: 488
    • For Marketing Leadership Professionals

      Report:The Mobile Mind Shift Index

      Measuring And Analyzing The Shift In Consumers' Expectations

      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, in...

      • Downloads: 1060
    • For Marketing Leadership Professionals

      Report:The Splinternet Engagement Index

      Analyzing Your Customers' Engagement Across Touchpoints

      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 you...

      • Downloads: 704
    • For Marketing Leadership Professionals

      Report:A Global Update Of Social Technographics®

      An Empowered Report: Social Media Growth Is Centered On Social Networking

      While social technology behaviors are at the center of many strategy discussions around the globe, the focus should be on the changes in consumers' adoption of these behaviors. Consumers continue to...

      • Downloads: 2013
    • For CIO Professionals

      Report:The HERO Index: Finding Empowered Employees

      Empowered Employees Solve Customer Problems: Find Them And Help Them

      Groundswell technologies — social, mobile, video, and cloud — put tremendous power in the hands of customers. Only empowered employees can respond at the speed of empowered customers...

      • Downloads: 1012
    • For Marketing Leadership Professionals

      Report:Peer Influence Analysis

      Mass Influencers Are The Key To Achieving Scale In Social Media Marketing

      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: 2679
    • For Marketing Leadership Professionals

      Report:The Rising Potential Of Social Network Sites

      Half of US online adults are Joiners, people who interact with social networks at least once a month. Very few are decreasing the amount of time they spend on these networks. More than three-quarters...

      • Downloads: 1681
    • For Marketing Leadership Professionals

      Report:The Splinternet

      Preparing For An Internet Fragmented By Devices And Passwords

      The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

      • Downloads: 1870
    • For Marketing Leadership Professionals

      Report:Introducing The New Social Technographics®

      How Conversationalists Change The Marketing Landscape

      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...

      • Downloads: 2567
    • For Marketing Leadership Professionals

      Report:Who Flocks To Twitter?

      Eight percent of US online adults post and read updates on Twitter at least monthly, while another 4% read but don't post. While modest, both of these groups will prove powerful for marketers to tap....

      • Downloads: 710
    • For Marketing Leadership Professionals

      Report:Sidewiki: Dealing With Google's Land Grab

      Your Best Defense Is To Build Your Own Social Site Features

      Google announced Sidewiki, a product that allows users of Google's Toolbar to share their comments on any Web site. Just as we predicted, this endows all Web sites with social features and...

      • Downloads: 357
    • For Marketing Leadership Professionals

      Report:How To Create A Social Application For Life Sciences Without Getting Fired

      Social Strategies That Succeed Within A Regulatory Framework

      People with health problems naturally form mutually supportive communities and seek out information about drugs and treatments. And yet, because of restrictive FDA regulations, pharmaceutical and...

      • Downloads: 1131
    • For Marketing Leadership Professionals

      Report:The Social Tools Consumers Want From Their Favorite Brands

      More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion forums...

      • Downloads: 1788
    • For Marketing Leadership Professionals

      Report:Talk To Youth The Way They Talk To Each Other

      Young consumers' close social connections allow them to influence each other's purchase decisions. Seventy percent of youth tell friends about products that interest them, nearly twice the percentage...

      • Downloads: 648
    • For Marketing Leadership Professionals

      Report:Social Technology Strategies For "Boring" Consumer Brands

      To Create Borrowed Relevance, Get Customers Talking About Their Problems

      Even if your brand isn't Apple or Nike, you can still benefit from the surge in social technology. The trick is "borrowed relevance" — creating an application that's about your customers'...

      • Downloads: 1739
    • For Marketing Leadership Professionals

      Report:Peer Influence In An Unstable Economy

      Tap Consumer Trust In Each Other To Build Brand Relationships

      Marketers should prioritize energizing customers over just talking to them when the economy is this unstable. Why? Consumers trust word of mouth most — and it has proven business impact. Most...

      • Downloads: 734
    • For Marketing Leadership Professionals

      Report:Persuasive Consumers Are Socially Connected

      Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...

      • Downloads: 701
    • For Marketing Leadership Professionals

      Report:Top Social Computing Predictions For 2009

      Experimentation Gives Way To Meeting Business Objectives As Social Computing Goes Mainstream

      With adoption of all Social Computing technologies increasing in 2008, brands will move beyond experimentation and focus on real business impact in 2009. New technologies will arise that allow...

      • Downloads: 2158
    • For Marketing Leadership Professionals

      Report:Time To Rethink Your Corporate Blogging Ideas

      With Corporate Blog Credibility Low, Blogging Only Makes Sense As Part Of A Plan

      Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the...

      • Downloads: 938
    • 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? Ratings...

      • Downloads: 1997