In her role as an analyst, Roxana focuses on technology's impact on the market research industry. She tracks emerging and innovative research methodologies, such as social market research, mobile research, neuroscience, and prediction markets, and helps clients understand how to incorporate them into their research mix and combine them with traditional research methods. In addition, she leads all the data innovation efforts at Forrester, where she tests and seeks to understand which data sources, research methodologies, and frameworks are appropriate to help clients gain an intricate, 360-degree view of the consumer.
She is also an expert on Latin American consumer behavior and technology adoption and is responsible for managing Forrester's Latin American Technographics® research. She frequently advises clients on entering the Latin American market, understanding Latin American consumer segments, and increasing their visibility in this fast-changing region.
Roxana has spoken at numerous Forrester events and market-research-focused conferences, such as the Insights Innovation Exchange, Future of Consumer Intelligence, Market Research in a Mobile World and The Market Research Event. In addition, she has spoken at several conferences specializing in understanding the Latin American market, including ESOMAR's Latin American conference, Portada's Pan-Regional Advertising and Media Summit, and Ciab FEBRABAN. Her research has been cited in AdAge, the UK's Research, and was also highlighted in the book Latino Link: Building Brands Online with Hispanic Communities and Content.
Previous Work Experience
Since she started at Forrester in 2006, Roxana has specialized in advising research and clients on sound survey design and data collection methodologies and on using advanced analytic tools on our Consumer Technographics data as well as on custom research surveys. Prior to her current role, Roxana was a senior survey manager and previously a data advisor with Consumer Technographics. In both roles, she used her expertise to deliver value to clients of all industries, from consumer electronics to advertising and media companies, through customized analysis and application of Consumer Technographics data.
Roxana received her B.S. in psychology from The Florida State University and an M.A. in psychology from The College of William and Mary.