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Reineke   Reitsma

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

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

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The State Of Empowered Customers And Technology: Benchmark 2017, US

    North American Consumer Technographics®

    August 10, 2017Reineke Reitsma

    For the first time, we present an annual report that shows the impact of technology on US empowered customers' attitudes, behaviors, and expectations, based on the Forrester Data Consumer Technographics North American Online Benchmark Survey (Part 1), 2017. B2C marketers must understand how empowered customer segments behave in order to help their firms mature and customize their marketing programs. Read this report to gain deep, data-driven insights that help you design and deploy successful marketing plans to engage each type of customer.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Australian Consumers' Financial Behaviors

    Asia Pacific Consumer Technographics®

    January 24, 2017Reineke Reitsma

    Many Australian online adults spend little time and energy on their personal finances, showing limited interest in them. But consumers now expect firms to anticipate their needs and offer what they're looking for — sometimes before they even know what they want. Australian financial services firms should do the same, creating personalized experiences with digital money management tools to help customers understand their financial situation and make better financial decisions. Even those who don't actively search for financial advice will appreciate this proactive outreach.

  • For Customer Insights Professionals

    REPORT: Indian Consumers' Online Shopping Behaviors

    Asia Pacific Consumer Technographics®

    December 23, 2016Reineke Reitsma

    Indian eCommerce is at a turning point. The market is at a stage where growth has to come from increased wallet share instead of the number of buyers. But metropolitan Indian online adults' primary motivation for shopping online is low prices. We examine Forrester's Consumer Technographics data to see whether leading online retailers Flipkart and Amazon will manage to turn this around to win their customers' loyalty.

  • For B2C Marketing Professionals

    REPORT: The State Of Consumers And Technology: Benchmark 2015, Europe

    European Consumer Technographics®

    February 29, 2016Reineke Reitsma

    This report is our overview of European consumers' behaviors and technology attitudes based on Forrester's European Consumer Technographics surveys and ForecastView data. We analyzed technology usage and interest in the core EU-5 countries: France, Germany, Italy, Spain, and the UK. We have included forecasts for the online population as well as for smartphone and tablet users. Our analysis shows that while consumers in each country incorporate technology in their lives, there are major differences between the countries in their level of Internet adoption, technology usage, and sophistication. Marketers, product developers, and strategists can use this report to build their knowledge of European consumers' technology usage and grow their level of customer obsession.

  • For B2C Marketing Professionals

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

    China Consumer Technographics®

    August 4, 2014Reineke Reitsma

    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 country in transformation, and online access from PCs, smartphones, and tablets continues to climb. Although the younger generations take the lead on technology adoption and usage, older consumers are also adopting these devices. This report is a graphical analysis of Forrester's Asia Pacific Technographics Online Benchmark Survey, 2013, and includes forecast data on smartphone and tablet users. This report helps organizations understand the technology readiness of their target audience and how they can best engage with them.

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