Josh Bernoff

Senior Vice President, Idea Development serving Marketing Leadership PROFESSIONALS

Josh is a bestselling author and 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.

He is the coauthor of three books. His bestselling book on social media, Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Review Press, 2008), was called "the best book ever written on marketing and media" by Abbey Klaassen, editor of Advertising Age. His most recent book is The Mobile Mind Shift: Engineering Your Business to Win in the Mobile Moment (Groundswell Press, 2014). He is also the coauthor of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, 2010).

Josh is the editor of two other books: Outside In: The Power of Putting Customers at the Center of Your Business (New Harvest/HMH, 2012) by Harley Manning and Kerry Bodine, and Digital Disruption: Unleashing the Next Wave of Innovation (Amazon Press, 2013) by James McQuivey.

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, Consumer 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 around the world.

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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43 results in Reports

  • Josh Bernoff
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Moments Transform Commerce And Service Experiences

    Strategic Plan: The Mobile eBusiness Playbook

    Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience...

    • Downloads: 133
  • For Marketing Leadership Professionals

    Report:A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook

    Your customers are on smart mobile devices. The question is: how many, what do they expect, and what are they doing? The average US smartphone owner spends over an hour per day interacting with their...

    • Downloads: 1161
  • For Marketing Leadership Professionals

    Report:The New Mobile Mind Shift Index: Global

    Global Consumer Technographics®

    Forrester recently introduced its revised Mobile Mind Shift Index (MMSI), a tool that enables marketing leaders to assess their customers' mobile intensity, expectations, and behaviors and then...

    • Downloads: 43
  • For Marketing Leadership Professionals

    Report:The New Mobile Mind Shift Index: Australia

    Shifted Consumers Are Young And Affluent

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI)...

    • Downloads: 68
  • For CIO Professionals

    Report:CIOs: Organize For Mobile Success

    Build And Support IDEA Teams To Drive Mobile Moments

    Customer expectations are soaring as the mobile mind shift accelerates. In order to meet those expectations, CIOs must work closely with their business peers. Where to start? We suggest a four-part...

    • Downloads: 255
  • For eBusiness & Channel Strategy Professionals

    Report:The eBusiness Professional's Blueprint For Strategy In The Age Of The Customer

    Four Imperatives To Establish New Competitive Advantage

    Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

    • Downloads: 314
  • For CIO Professionals

    Report:The CIO's Blueprint For Strategy In The Age Of The Customer

    Four Imperatives To Establish New Competitive Advantage

    Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

    • Downloads: 433
  • For CMO Professionals

    Report:The CMO's Blueprint For Strategy In The Age Of The Customer

    Four Imperatives To Establish New Competitive Advantage

    Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

    • Downloads: 429
  • For Marketing Leadership Professionals

    Report:The New Mobile Mind Shift Index

    Analyzing The Appetites Of Your Mobile Customers

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI),...

    • Downloads: 538
  • For CIO Professionals

    Report:Re-Engineer Your Business For Mobile Moments

    Embrace The IDEA Cycle: Identify, Design, Engineer, Analyze

    The mobile mind shift is the expectation that your customer can get what she wants in her immediate context and moments of need. This shift means the battle for your customer's attention will be...

    • Downloads: 567
  • For Customer Experience Professionals

    Report:Mobile Moments Transform Customer Experience

    Mobile Experiences In Four Steps: Identify, Design, Engineer, And Analyze

    Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience...

    • Downloads: 1128
  • For Marketing Leadership Professionals

    Report:The Mobile Mind Shift Index

    Measuring And Analyzing The Shift In Consumers' Expectations

    Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

    • Downloads: 1105
  • 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: 717
  • 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: 2015
  • For CIO Professionals

    Report:The HERO Index: Finding Empowered Employees

    Empowered Employees Solve Customer Problems: Find Them And Help Them

    Groundswell technologies — social, mobile, video, and cloud — put tremendous power in the hands of customers. Only empowered employees can respond at the speed of empowered customers...

    • Downloads: 1019
  • 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: 2693
  • 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: 1682
  • For Marketing Leadership Professionals

    Report:The Splinternet

    Preparing For An Internet Fragmented By Devices And Passwords

    The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

    • Downloads: 1886
  • 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: 2576
  • For Marketing Leadership Professionals

    Report:Who Flocks To Twitter?

    Eight percent of US online adults post and read updates on Twitter at least monthly, while another 4% read but don't post. While modest, both of these groups will prove powerful for marketers to tap....

    • Downloads: 711
  • 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: 359
  • 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: 1142
  • 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: 1791
  • 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: 651
  • For Marketing Leadership Professionals

    Report:Social Technology Strategies For "Boring" Consumer Brands

    To Create Borrowed Relevance, Get Customers Talking About Their Problems

    Even if your brand isn't Apple or Nike, you can still benefit from the surge in social technology. The trick is "borrowed relevance" — creating an application that's about your customers'...

    • Downloads: 1742