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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    • For eBusiness & Channel Strategy Professionals

      Blog:Paperless at LGA

      The TSA and Continental Airlines launched paperless boarding pass capabilities at LaGuardia Airport this week, bringing the number of airports to host the service to ten. Alaska Airlines, Delta and...

      • For eBusiness & Channel Strategy Professionals

        Blog:Retailers Focus on Multiple Holiday Sales Driving Tactics, in Addition to Search

        According to the 2008 JupiterResearch Executive Survey results, online retailers continue to put search engine marketing spending at the top of their holiday sales driving tactics. Nonetheless, this...

        • For Sourcing & Vendor Management Professionals

          Report:SAP Services Market Overview

          Navigating A Crowded SAP Partner Landscape In The Digital Era

          Today's SAP solutions extend far beyond systems of record that manage financials and supply chain processes. Through mobility, analytics, cloud, social, and ecosystem solutions, the SAP platform has...

          • Downloads: 390
        • For Application Development & Delivery Professionals

          Charts & Figures:The 2010 Global Banking Platform Playing Field

        • For Application Development & Delivery Professionals

          Blog:Do Application Developers Need To Change Their Ways?

          Controversies and eccentricities notwithstanding, Michael Jackson is a brilliant musical artist and performer. I was acutely aware of this on February 2009 in London after 3...

          • For Vendor Strategy Professionals

            Blog:Symantec's acquisition of MessageLabs

            This acquisition extends Symantec into the security software-as-a service (SSaaS) market, but it doesn’t in itself provide any proof that Symantec is looking at SSaaS strategically. For example, we...

            • For Application Development & Delivery Professionals

              Charts & Figures:The 2010 Global Banking Platform Playing Field

            • For Infrastructure & Operations Professionals

              Blog:Free Isn't The Half Of It. AWS Pushes Cloud Economics Further

              This week Amazon Web Services announced a new pricing tier for its Elastic Compute Cloud (EC2) service and in doing so has differentiated its offering even further. At first blush the free tier...

              • For Customer Insights Professionals

                Blog:Measuring Engagement: A Case Study

                Engagement is such a grand concept that relates to everything from purchasing and repeat usage to satisfaction and recommendation behavior. Customer intelligence professionals want to nail it...

                • For eBusiness & Channel Strategy Professionals

                  Blog:Amazon Rocks

                  I know, we are in the depths of an economic quagmire, but could we just take a sec to recognize that the biggest online retailer just posted a 31% increase in revenue. That is huge given the...

                  • For CMO Professionals

                    Report:The Future Of Apple Inc.

                    By 2013, Apple's Product Mix Will Make It A Credible Hub Of The Digital Home

                    Consumer product strategists frequently ask Forrester how Apple's product strategy will evolve: What will Apple's product portfolio look like five years from now, and how is Apple preparing for that...

                    • Downloads: 1386
                  • For Enterprise Architecture Professionals

                    Blog:Artificial Intelligence Needs More Than A Name, It Needs Personality

                    IBM's acquisition of Cognea, a startup that creates virtual assistants of multiple personalities, further reinforces that voice is not enough for artificial intelligence.  You need...

                    • For Application Development & Delivery Professionals

                      Charts & Figures:Global Banking Platform Success 2005 To 2010

                    • For Marketing Leadership Professionals

                      Blog:Three Reasons To Stop Demonizing Facebook And Mark Zuckerberg

                      Facebook owns spectacular portions of its users’ time and has the right to use their data; this is the basis for Facebook’s significant revenue potential and is a great reason why we...

                      • For Content & Collaboration Professionals

                        Blog:Microsoft Surface: A User Experience Designed For People

                        by Erica Driver At the end of May, Microsoft announced a project called Microsoft Surface. Microsoft Surface is a new, game-changing computing interface: a 30-inch display table that individuals or...

                        • For Customer Insights Professionals

                          Blog:Clarifying The Market Mix Modeling Landscape

                          In the process of developing my new coverage area: marketing measurement, I'm working on a report to clarify the market mix modeling landscape and give customer intelligence professionals a sense of...

                          • For Sourcing & Vendor Management Professionals

                            Report:Offshore Vendor Snapshots

                            Profiles Of iGate, MphasiS, Syntel, And Tech Mahindra

                            Continuing Forrester's coverage of Indian outsourcers, this report puts the spotlight on the bottom half of the top 10 Indian outsourcers. These vendors are able to offer best-of-breed services in...

                            • Downloads: 213
                          • For eBusiness & Channel Strategy Professionals

                            Blog:American Airlines Unbundling?

                            According to the Associated Press, American Airlines is planning to follow the Air Canada a la carte pricing structure as early as next year. Air Canada�s so-called unbundled approach is tiered to...

                            • For CIO Professionals

                              Report:Compuware Continues To Be A Leader In The PPM Market

                              The Forrester Wave™ Vendor Summary, Q4 2007

                              When large companies are looking for robust and highly functional project portfolio management (PPM) solution alternatives, Compuware should be on their shortlist. Well-earned name recognition keeps...

                              • Downloads: 242
                            • For Customer Insights Professionals

                              Webinar:Market Overview: Enterprise Marketing Platforms

                              This teleconference was originally scheduled for March 23, 2007.DescriptionThis teleconference provides an overview of the enterprise marketing applications market. We will discuss the state of the...

                              • Downloads: 129
                            • For Infrastructure & Operations Professionals

                              Blog:Microsoft's New Surface Makes A Strong Case For Device Consolidation

                              Yesterday, Microsoft released the Surface Pro 3, a 12" touchscreen device billed as "the tablet that can replace your laptop." Sporting some hard-core computing bona fides (including Intel processors...

                              • For Application Development & Delivery Professionals

                                Charts & Figures:Business Intelligence Is Moving From Silos To Centralization To Agility

                              • For Application Development & Delivery Professionals

                                Blog:Where Do *You* Find The Best Software Developers?

                                Here at Forrester, we’re beginning a new stream of research focused on where firms are finding the best software developers. And by best, I mean a few key attributes, including being...

                                • For Enterprise Architecture Professionals

                                  Blog:Spiders And Elephants – Social Connections And Big Data Will Determine The Next Big Winners And Losers

                                  I’ve been following a couple of 2011 developments that together may determine the next big technology winners and losers. To get your click, I’ve been obscure in my title. Spiders refers...

                                  • For Application Development & Delivery Professionals

                                    Report:Oracle's PeopleSoft Enterprise CRM Is A Strong Performer In The PRM Tools Market

                                    The Forrester Wave™ Vendor Summary, Q2 2007

                                    Oracle's PeopleSoft Enterprise CRM product line has a significant base of loyal customers that value the integration benefits and usability of PeopleSoft's HR and ERP suite. Oracle's Applications...

                                    • Downloads: 71
                                  • For CIO Professionals

                                    Charts & Figures:Governments Lag Other Organizations In Their Prioritization Of Mobile Initiatives

                                    Governments Not Only Embrace The Mobile Mind Shift, They Enable It