Forrester Research

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

Research Coverage

Consumers By Ethnicity, Hispanic Consumer Technographics, Hispanic Consumers In America

Research Focus

Tamara serves Consumer Market Research professionals. She also frequently contributes content for the Customer Experience professional, eBusiness & Channel Strategy professional, and Interactive Marketing professional.
In her role as an analyst on the consumer market research team, Tamara is responsible for uncovering trends on technology's impact on market research methodologies and how to research hard-to-reach consumer 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. She also assists clients with their proprietary research needs through the Hispanic Technographics Omnibus and advising on custom studies. 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 regularly speaks at Hispanic consumer conferences sponsored by organizations such as the Strategic Research Institute and the Association of Hispanic Advertising Agencies. She has also spoken at Forrester events such as Forrester's Consumer Forum and Forrester's Finance Forum. Tamara and her research have been cited by media such as AdAge, the Associated Press, Multichannel News, and CNN.com.

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.