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Gina Sverdlov

Analyst serving Customer Insights PROFESSIONALS

As a consumer insights analyst at Forrester Research, Gina focuses on consumer technology usage and adoption, retail habits, and online behaviors. She works extensively with Forrester's Consumer Technographics® data to understand the role that technology plays in consumers' lives and advises companies on marketing strategies that cater to consumers' rapidly changing preferences and behaviors. Gina’s research agenda focuses on consumer trends, quantitative market research techniques, behavioral economics for market insights, and the merging of market insights and behavioral data. As she has a quantitative background, Gina uses innovative consumer analytics techniques that provide her clients with actionable insights. She helps Forrester clients map their customer journey, segment their customers, and understand the drivers of purchase and loyalty.

Previous Work Experience

Before working as a consumer insights analyst, Gina was a senior strategic analyst at Mullen advertising. At Mullen, Gina provided the strategic and analytical support to solve business challenges, identify market-sizing opportunities, and frame positioning and communication strategy. She served several clients across many industries, including JetBlue, Qwest, and the Department of Defense. Her focus at Mullen included customer relationship management (CRM) strategy and implementation, media mix optimization, quantitative modeling, and conjoint analysis.

Prior to Mullen, Gina worked as a consultant at IHS Global Insight, an economic research and consulting firm. At IHS Global Insight, Gina worked in the consulting division to provide market insights and economic analysis to clients in numerous industries including construction, chemicals, durable goods, and finance. During her time at IHS Global Insight, Gina focused on demand modeling, forecasting, and scenario planning.


Education

Gina graduated with high honors from the University of California, Santa Barbara, earning a B.A. in business economics and global studies. She also holds an M.A. in economics from Boston University.

Research Coverage:

Customer Analytics, Customer Intelligence Strategy and Process, Emerging Market Research Strategies, Facebook, Market Research, Marketing Measurement, Measurement Methods & Techniques, Technology Product Strategies

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