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.

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.

Refine your results

Methodology

Topics

Industry

Region

7 results in Reports

  • Josh Bernoff
  • Branding
  • Marketing Leadership
  • 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: 1787
  • 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: 1737
  • 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:Which Car Brands Should Pursue Social Applications?

    Mazda And Honda Have The Most Active Customers; GMC And Mercury The Least

    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: 760
  • For Marketing Leadership Professionals

    Report:How To Choose The Right Social Technologies

    Choose Based On Objectives And Include Success Metrics

    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: 2476
  • For Marketing Leadership Professionals

    Report:Why You Should Care About Web Widgets

    Demo 2007's "MySpace Furniture" Lets Marketers Connect With Their Fans

    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: 523