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Josh Bernoff

Josh Bernoff
Vice President, Principal Analyst, and co-author of Groundswell, Forrester Research


Josh, a vice president at Forrester, is one of Forrester’s most senior and most frequently quoted research analysts.

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 best known for his analysis of television. In an interview for 60 Minutes, Mike Wallace identified Josh as “the top TV industry analyst at Forrester Research, the authority on where TV is going.” He led Forrester’s analysis of technology change created by devices like digital video recorders, HDTV, and online video. Josh advises senior figures in the media and electronics industry and chaired Forrester’s 2002 Television Summit, an event that was covered live on CNBC.

In 2007, Josh began work on a book, Groundswell, which describes how people with social technologies like blogs, wikis, MySpace, and YouTube will threaten institutions of all kinds, and how companies can succeed in the face of this change. Josh’s coauthor for Groundswell is the primary Forrester analyst researching social media, Charlene Li. Groundswell will be published in 2008.


Strategy and Business Models
Location: 2022 Level: Intermediate
Charlene Li (Altimeter Group), Josh Bernoff (Forrester Research)
Lurching from one Web 2.0 technology to the next, with no plan or buy-in from senior executives? It's time to develop a social strategy that delivers business results. This session will lay out a framework that creates a social strategy based on meeting business objectives with real-world ROI. Read more.