Gina Fleming

Senior Analyst serving Customer Insights PROFESSIONALS

As a senior 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 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. 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.

Gina follows the market research industry and the future of market insights. She has spoken on this topic at many Forrester and market research events such as the Insights and Innovation Exchange, the IQPC Customer Analytics & Intelligence Summit and Market Research Exchange, and the AMA Marketing Insights from Market Research.

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.

Gina Fleming's Research

  • For Marketing Leadership Professionals

    Report: How Do Teens Use Social Media?

    In 2014, it would be difficult to find a US teen that doesn't use social media on a regular basis. The majority of young consumers ages 12 to 17 connect with their friends on social networks eve...

    • Downloads: 38
  • For Customer Insights Professionals

    Report: Introducing Forrester's Consumer Healthcare Segmentation

    In the age of the customer, companies need to have a solid understanding of their customers' and prospects' behaviors and needs in order to best serve them. With the onset of the Patient Protect...

    • Downloads: 51
  • For Marketing Leadership Professionals

    Report: Brief: Facebook Dominates Teens' Social Usage

    Since Facebook's CFO admitted in 2013 that young teens were visiting the site slightly less frequently, most marketers have accepted as fact that teens are fleeing the site en masse. But that's ...

    • Downloads: 154
  • For CMO Professionals

    Report: Revisiting The Touchpoint-Impact Framework For 2014

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety o...

    • Downloads: 245
  • For eBusiness & Channel Strategy Professionals

    Report: Why Shoppers Buy At General Merchants

    Consumers today have a myriad of choices when deciding where to shop. The age of the customer is in full swing, and to best serve existing and potential customers, companies need to be customer-...

    • Downloads: 35
  • For Marketing Leadership Professionals

    Report: The State Of Consumers And Technology: Benchmark 2011, US

    This report is a graphical analysis of Forrester's North American Technographics® Online Benchmark Survey, Q3 2011 (US, Canada). It provides a generational overview of US consumers' demogra...

    • Downloads: 1828
  • For Customer Insights Professionals

    Report: The Facebook Factor

    Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives ...

    • Downloads: 1375
  • For CMO Professionals

    Report: Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety o...

    • Downloads: 1050
  • For Marketing Leadership Professionals

    Report: Segmenting Customers By Technology Preference

    Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that infl...

    • Downloads: 913
  • For Marketing Leadership Professionals

    Report: Global Social Media Adoption In 2011

    Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country a...

    • Downloads: 830
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