Biographical Information

Ian Bruce

vice president and principal analyst, Forrester Research

Ian Bruce is vice president and principal analyst at Forrester Research, with more than 20 years of international experience managing marketing, brand, and communications strategies for B2B companies.

Articles for Ian Bruce

Why B2B Buyers Choose the Safest, Rather than the Best, Solution

Sellers need to understand the risk-reward (and very human) calculations their customers make all the time.