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.

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15 results in Reports

  • Brad Bortner
  • Packaged Solutions
  • 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 much...

    • Downloads: 920
  • For Customer Insights Professionals

    Report:Predictions 2009: What Happens In Market Research?

    When The Going Gets Tough, The Tough Get Innovative

    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 emphasis...

    • Downloads: 754
  • For Customer Experience Professionals

    Report:Best Practices: Why Customer Satisfaction Studies Fail

    How To Drive Bottom-Line Success With Effective Satisfaction Research

    Spending on customer satisfaction studies continues to outpace overall market research spend in the US, and yet there is a generalized dissatisfaction with the value that companies get from such...

    • Downloads: 983
  • For Customer Insights Professionals

    Report:Market Researchers: A Compass In The Financial Sandstorm

    A List Of Must-Read Research To Help You

    Things are not looking good for the economy: Although the first half of 2008 showed a steady pace of technology spending, that pace is not continuing. In a down economy, businesses face tough...

    • Downloads: 974
  • For Customer Experience Professionals

    Report:Best Practices: The Next Wave In Customer Satisfaction Studies Is CRM Integration

    How Firms Move From Measuring To Fixing Customer Problems

    A rising tide of customer satisfaction research is also lifting the tide of another type of software enabled solution to harness these insights. They are enterprise feedback management (EFM) systems...

    • Downloads: 750
  • For Customer Experience Professionals

    Report:Best Practices: Enhance Customer Satisfaction's Impact

    Fix Satisfaction Problems, Don't Just Report Them!

    Satisfaction studies often cost a lot and consume vast research resources without ultimately improving business results. Why? The market intelligence organizations that conduct the research often...

    • Downloads: 575
  • For Customer Insights Professionals

    Report:Online Survey Tools Gain Ubiquity

    Users Coalesce On Key Vendors For Simple Survey Projects

    Market researchers today are using online surveys in droves — in stark contrast to previous models of software package use and pure outsourcing. Why? They are quick, inexpensive, and offer...

    • Downloads: 548
  • For Customer Insights Professionals

    Report:Integrate Buying Behavior In B2B Segmentations

    Ignoring Buying Dynamics Courts Failure: Use These Five Dynamics To Succeed

    Savvy business-to-business (B2B) market researchers use market segmentations to drive go-to-market planning. However, these segmentations can woefully under-deliver if they do not address the buying...

    • Downloads: 459
  • For Customer Insights Professionals

    Report:Vendor Product Catalog: Online Survey Tools Addendum

    Listing of information collected but not included in Online Survey Tool Vendor Product Catalog. Information available addresses question type and survey design, results and analytics, customization,...

    • Downloads: 1
  • For Customer Insights Professionals

    Report:Watch Out For The Landmine Of B2B Online Research

    Challenge Vendors, Consider Geography, And Confirm ID To Succeed

    Business-to-consumer (B2C) online panels have taken off in the US and are gaining steam elsewhere. But business-to-business (B2B) online panel growth has been more fitful because there are fewer...

    • Downloads: 322
  • For Customer Insights Professionals

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

    Three Choices Exist, Dependent On Budget, Usage Pattern, And Support Needs

    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 results....

    • Downloads: 336
  • For Customer Insights Professionals

    Report:Is The Long Online Panel Quality Nightmare Over?

    Yes — If The Industry Embraces Several Key Quality Initiatives

    Today, almost half of the quantitative research in the US is being conducted with online panels. While online panels provide vastly lower costs and increased speed, they also create heartburn and...

    • Downloads: 267
  • For Customer Insights Professionals

    Report:Professional Survey Takers: Still A Threat!

    How To Reduce Corruption Risk From Voracious Online Survey Takers

    Professional survey takers (PSTs) are the potential Achilles' heel of the online panel industry. This issue was thrust into the awareness of the market research community almost three years ago when...

    • Downloads: 242
  • For Customer Insights Professionals

    Report:Does Declining Research Projectability Matter?

    Yes, But Not As Much As You Think

    Conventional wisdom holds that online panels are inherently problematic in supplying projectable findings to the general population — online and offline. Critics assert that online panels...

    • Downloads: 267
  • For Customer Insights Professionals

    Report:Market Researchers Demand High Panel Quality

    New Initiatives Can Help With Quality — Particularly With B2B Sample

    The rapid embrace of online panels as a primary method of quantitative research in the US and Europe is a Faustian bargain. Online panels enable cheap, fast insights, but the quality of respondents...

    • Downloads: 236