Contributor: Josh Bernoff

Josh Bernoff, Vice-President of Idea Development , Forrester Research

Josh Bernoff

Josh Bernoff is senior vice-president of idea development at Forrester Research, and is responsible for identifying, developing, and promoting some of the company's most influential and forward-looking ideas.

Bernoff is the co-author of the BusinessWeek bestselling book Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), a comprehensive analysis of corporate strategy for dealing with social technologies. Groundswell has won critical acclaim: Abbey Klaasen of Advertising Age named it as the best book ever written on marketing and media, and Amazon's editors put it in the top ten business books of the year.

In 2008, the Society for New Communications Research picked Bernoff and his Groundswell co-author Charlene Li as "visionaries of the year".

Bernoff 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. Bernoff is also known for ten years of analysis of the television industry.

Bernoff'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. He has keynoted major conferences on television, music, marketing, and technology in Barcelona, Cannes, Chicago, London, New York, Rome, Tokyo, and Sao Paolo.

Peer Influence Analysis
Josh Bernoff and Ted Schadler explain how one empowered customer can disrupt a...