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.

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14 results in Reports

  • Josh Bernoff
  • Customer Experience Management
  • Marketing Leadership
  • Consumer Electronics & Technology
  • 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: 2566
  • 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: 2680
  • 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: 1995
  • 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: 2010
  • 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: 1680
  • 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: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: 936
  • 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: 735
  • For Marketing Leadership Professionals

    Report:The Social Technographics® Of Device Owners

    Devices Should Make Social Connections Beyond Marketing

    Owners of mainstream electronics devices like HDTVs and digital cameras rate about average on social participation, while those who own MP3 players and home networks rate well above average. Consumer...

    • Downloads: 564
  • 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: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: 649
  • 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: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:The Social Technographics® Profile of Voters

    How should candidates use social technologies? We analyzed the Social Technographics® profile of voters and found that Democrats participate in social technologies more, especially backers of...

    • Downloads: 237