Brad Bortner

VP - Market Insights

Brad Bortner is a vice president of strategy and customer insight for the technology industry group. His research includes the intersection of technology, market research, and vendor strategy. Brad works across tech industry topics with a focus on demand and supply data to help quantify the structural shifts in the technology industry, realize the opportunity of new business models, and understand the emerging technologies that will seed disruptions.

Previous Work Experience

Brad has more than 18 years of strategy and market research experience, attained both as a provider and a client. Prior to becoming a Forrester analyst, Brad was director of custom research at Forrester. He has specialized in research to support bringing technology products to market and helping clients succeed in newly competitive markets. Prior to Forrester, he held positions such as VP at ComScoreQ2 and president of Censydiam USA and worked at MSI consulting. He also has held several line marketing postings within organizations such as IBM/Lexmark, PC Connection, and Radnet.Some of Brad's publications and lectures include: the introduction to The Naked Consumer Today; "Great Marketing Failures, and How to Avoid Them with Motivational Market Research;" Boston ESOMAR conference; and Market Research: Planning and Striking an Appropriate Balance for Business Results.


Brad received a B.A. from Dickinson College, where he graduated with honors and Phi Beta Kappa. He holds an M.A. from the University of Toronto and an M.B.A. from Yale University.

Brad Bortner's Research

  • For Customer Insights Professionals

    Report: Social Media Offer Some Relief For High-Quality B2B Market Research Sample

    Online survey research is fast, relatively inexpensive, and the default for many market researchers today. But, business-to-business (B2B) market researchers have a unique challenge in that gett...

    • Downloads: 406
  • For CIOs

    Report: Predictions 2010: What Lies In Store For Market Research Tech Vendors

    It's been a tough year in the research industry, but not for all vendors. While full-service firms have languished, online tool vendors have seen strong growth driven by enterprises in-sourcing ...

    • Downloads: 370
  • For Customer Insights Professionals

    Report: The Online Panel Quality Wars: All Market Researchers Benefit — Especially B2B Tech

    At the same time that online quantitative research has taken off, dubiousness abounds about the representation of the online panel sample. Buyers ask: Are panels representative of the markets re...

    • Downloads: 226
  • For Customer Insights Professionals

    Report: What Type Of Market Research Online Community Vendor Should Tech B2B Market Researchers Use?

    Market research online communities (MROCS) are the next wave in qualitative research, due to their combination of new qualitative research capabilities and ability to provide cheaper faster resu...

    • Downloads: 335
  • For Customer Experience Professionals

    Report: Do B2B Customer Satisfaction Right In Tech

    Business-to-business (B2B) customer satisfaction research is not some sort of rare, exotic research. The same benefits of highly satisfied consumer customers will come to those who execute on ac...

    • Downloads: 371
  • For Customer Insights Professionals

    Report: Will Web 2.0 Transform Market Research?

    Market research online communities (MROCs) will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights that today's traditional qualitative resear...

    • Downloads: 1426
  • For Customer Insights Professionals

    Report: Top Market Researcher Predictions For 2008

    The market researcher profession continued to be redefined by the Internet in 2007. The rise of online panels, industry-level attention to the lack of standardization of online metrics, and the ...

    • Downloads: 920
  • For Customer Insights Professionals

    Report: Why Good Segmentations Fail

    Segmentations are the crown jewels of market research — they can provide organizations with deep understanding of particular customers' needs and wants, allowing the firms to align themsel...

    • Downloads: 1119
  • For Customer Insights Professionals

    Report: Segmentation: The Allure And The Risk

    Savvy market research professionals understand the great promise of organization alignment and marketplace success that segmentations provide. Unfortunately, Forrester hears of many segmentation...

    • Downloads: 1003
  • For Customer Insights Professionals

    Report: Predictions 2009: What Happens In Market Research?

    Tough economic times will actually serve to turbocharge the "faster, cheaper, better" changes that have been revolutionizing the business of market research — but expect an increased empha...

    • Downloads: 753
View all of Brad Bortner's Research