Reineke Reitsma

Vice President, Research Director - Market Insights serving Customer Insights PROFESSIONALS

Reineke serves Customer Insights Professionals and leads a team that helps these professionals understand how technology developments influence the market insight industry, and how to adapt research agendas, research methodologies, and team structure accordingly to stay successful and relevant. In addition, she leads a team responsible for data innovation at Forrester. This team tests and evaluates alternative data sources and research methodologies, and it looks at new ways of visualizing data.

Reineke has spoken at numerous Forrester events, as well as market research and marketing conferences, such as Esomar Insights, Market Research in a Mobile World, The Dutch Marketing Association (NIMA) event, and IAB conferences. Her research has been cited in publications worldwide, including The New York Times, Washington Post, New Media Age, Stratégies, Research World, Research Magazine, and Vue.

Previous Work Experience

Prior to this position, Reineke spent six years at Forrester managing all quantitative research operations for Forrester in Europe and Asia, including the Consumer Technographics® and UK Internet User Monitor studies, and writing quantitative research about the effect of technology on consumer behavior. Before that she was an analyst at Forrester for four years, focusing primarily on retail and media topics.

Prior to Forrester, Reineke worked in a variety of market insights roles, both on vendor and client side. In her role at Intres, a retail organization in the Netherlands, she advised the board of directors on business expansions and supported senior management with strategic decisions. At Market Response, a market research company in the Netherlands, she set up and coordinated research activities in Europe and Asia. Her focus there was on continuous and international research as well as on consulting. Reineke worked during this period for clients like Akzo, British American Tobacco, Mars/Effem, and Sara Lee.

Education

Reineke is a graduate in social geography of the University of Groningen, Netherlands.

Reineke Reitsma's Research

  • For Marketing Leadership Professionals

    Report: The State Of Consumers And Technology: Benchmark 2013, China

    This report provides an overview of metropolitan Chinese online consumers' behaviors and technology attitudes. In general, they are enthusiastic mobile owners and social participants. China is a...

    • Downloads: 15
  • For Marketing Leadership Professionals

    Report: The Increasing Sophistication Of The European Digital Home

    The European digital home is evolving — the average consumer with a home network has three devices connected to it, and we expect that number to increase. The profile of technology early a...

    • Downloads: 10
  • For Marketing Leadership Professionals

    Report: The State Of Consumers And Technology: Benchmark 2013, Europe

    This report is our annual overview of European consumers' behaviors and technology attitudes based on Forrester's European Consumer Technographics surveys and our ForecastView data. We analyzed ...

    • Downloads: 37
  • For Marketing Leadership Professionals

    Report: US Mobile Commerce Trends, 2013

    Mobile continues to be a phenomenon; we're seeing accelerating adoption and greater integration with consumers' lifestyles. The number of unique smartphone subscribers in the US grew by 34 milli...

    • Downloads: 75
  • For Customer Insights Professionals

    Report: Emerging Markets Overview: Indonesia

    Spread across thousands of islands in the Indian and Pacific Oceans, Indonesia is Southeast Asia's biggest economy. With 251 million people, it's the fourth-largest country in the world in terms...

    • Downloads: 27
  • For Customer Insights Professionals

    Report: Past, Present, And Future Of Market Research

    Over the past 10 years, the Internet has changed the role of market research agencies, survey respondents, and consumer market researchers. Overall, the market research industry has seen steady ...

    • Downloads: 871
  • For Customer Insights Professionals

    Report: A Consumer Market Researcher's Introduction To Mobile Technographics®

    Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of ...

    • Downloads: 1123
  • For Customer Experience Professionals

    Report: A Market Researcher's Introduction To The Future Of Online Customer Experience

    The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is shri...

    • Downloads: 1058
  • For Customer Insights Professionals

    Report: A Consumer Market Researcher's Introduction To Consumer Spending In An Economic Recession

    In this economic recession, market researchers have to support product strategists to understand shifting consumer priorities. An evaluation of purchase intentions can determine which products c...

    • Downloads: 658
  • For Customer Insights Professionals

    Report: Predictions 2011: What Will Happen In Market Research

    Until a couple of years ago, the market research department was the only department that proactively collected data from customers and prospects and broadcast it into the organization, but now d...

    • Downloads: 925
View all of Reineke Reitsma's Research

Clients who work with Reineke Reitsma also work with: