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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2 results in Reports

  • Josh Bernoff
  • Marketing Attitudes
  • 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: 1788
  • 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: 700