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Josh Bernoff

Senior Vice President, Idea Development serving Marketing Leadership PROFESSIONALS

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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.

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.

Research Coverage:

Apple, Customer Experience Management, Dell, Email Marketing & RSS, Google, Interactive Marketing Strategy and Process, Social Marketing, Social Media, Technology Product Strategies, User-Generated Content, Web 2.0, Web Design & Usability

Reports (9)
Charts & Figures (4)

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North America (4)

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Dell (1)

9 results in Reports

Josh Bernoff
Branding

For Marketing Leadership Professionals
Report:Objectives Are The Key To Social Strategy
Strategic Plan: The Social Marketing Playbook
Josh Bernoff, Nate ElliottJune 19, 2012
We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...
- Downloads: 3663
- Comments: 1
- Rating:
For CMO Professionals
Report:Competitive Strategy In The Age Of The Customer
Only Customer-Obsessed Companies Can Survive Disruption
Josh BernoffJune 06, 2011
Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can't save you. In this age of the customer, the only...
- Downloads: 2778
For Marketing Leadership Professionals
Report:The Social Tools Consumers Want From Their Favorite Brands
Josh Bernoff, Cynthia N. PflaumApril 16, 2009
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: 1762
For Marketing Leadership Professionals
Report:Social Technology Strategies For "Boring" Consumer Brands
To Create Borrowed Relevance, Get Customers Talking About Their Problems
Josh BernoffMarch 24, 2009
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: 1697
For Marketing Leadership Professionals
Report:Persuasive Consumers Are Socially Connected
Josh BernoffFebruary 17, 2009
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: 691
For Marketing Leadership Professionals
Report:Peer Influence In An Unstable Economy
Tap Consumer Trust In Each Other To Build Brand Relationships
Josh BernoffFebruary 17, 2009
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: 719
For Marketing Leadership Professionals
Report:Which Car Brands Should Pursue Social Applications?
Mazda And Honda Have The Most Active Customers; GMC And Mercury The Least
Josh BernoffApril 03, 2008
Car owners have widely different affinities for social applications. Mazda, Honda, Pontiac, Hyundai, and Jeep have the most active customers; Ford, Nissan, Chevrolet, GMC, and Mercury have the least....
- Downloads: 725
For Marketing Leadership Professionals
Report:How To Choose The Right Social Technologies
Choose Based On Objectives And Include Success Metrics
Josh BernoffMarch 04, 2008
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...
- Downloads: 2435
For Marketing Leadership Professionals
Report:Why You Should Care About Web Widgets
Demo 2007's "MySpace Furniture" Lets Marketers Connect With Their Fans
Josh BernoffFebruary 07, 2007
MySpace furniture is our name for a new class of video-laden widgets that consumers can assemble and paste into email and on Web pages, including MySpace.com pages. At the Demo 2007 conference,...
- Downloads: 512

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Josh Bernoff

Senior Vice President, Idea Development serving Marketing Leadership PROFESSIONALS

Research Coverage:

Refine your results

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For Marketing Leadership Professionals

Report:Objectives Are The Key To Social Strategy

For CMO Professionals

Report:Competitive Strategy In The Age Of The Customer

For Marketing Leadership Professionals

Report:The Social Tools Consumers Want From Their Favorite Brands

For Marketing Leadership Professionals

Report:Social Technology Strategies For "Boring" Consumer Brands

For Marketing Leadership Professionals

Report:Persuasive Consumers Are Socially Connected

For Marketing Leadership Professionals

Report:Peer Influence In An Unstable Economy

For Marketing Leadership Professionals

Report:Which Car Brands Should Pursue Social Applications?

For Marketing Leadership Professionals

Report:How To Choose The Right Social Technologies

For Marketing Leadership Professionals

Report:Why You Should Care About Web Widgets

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