Forrester Research

Analyst's Photo	Name and Title	Contact information
	Tamara Barber Data Analyst

Research Coverage

B2B Sales & Marketing, Consumers By Ethnicity, Consumers By Geography, Customer Experience, Hispanic Consumer Technographics, Hispanic Consumers In America, Language Translation, Market Research Tools & Best Practices, Web Site Design

Research Focus

Tamara serves Consumer Market Research professionals. In her role as an analyst, she is responsible for uncovering trends on technology's impact on market research methodologies and how to research hard to reach consumers groups. She is also a leading expert in Hispanic consumer behavior and technology adoption and is responsible for writing, fielding and analyzing data from Forrester's Hispanic Technographics® research. She frequently advises clients on entering the Hispanic market, understanding Hispanic consumer segments, and increasing their visibility with this fast-growing population. Previous to her role as an analyst, Tamara launched Hispanic Technographics as a researcher.

Previous Work Experience

Before joining Forrester, Tamara consulted with CANIETI (Mexico's National Chamber of Commerce for the IT and Electronics Industry), conducting primary survey research on the supply side of the industry. This included survey design, fielding interviews in Spanish, and analysis on the industry's competitiveness and innovative capacity. Before that, she was a corporate PR program manager at Apple Computer, where she managed day-to-day media relations and oversaw speaking engagements for spokespeople across all product lines. Tamara has spoken at numerous Forrester events, including the Consumer Forum, and she also speaks at multicultural marketing events held by organizations such as the Association of Hispanic Advertising Agencies. Tamara and her research have been cited by media such as AdAge, the Associated Press, Multichannel News, CNN.com and UK’s Research.

Education

Tamara graduated cum laude from Northwestern University, where she focused on communications and Latin American studies. She received a master's degree from The Fletcher School at Tufts University, with concentrations in international business and development economics.