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 European Consumer Tech Stack

    Our 2018 European Benchmark Data Overview Shows The Four Forces Of Adoption

    August 23, 2018 James L. McQuivey, Reineke Reitsma

    Humans were born to embrace today's technologies. In 2018, Forrester has surveyed 110,460 online adults in 20 countries to see how people embrace technology, why they use it, and what that will mean for your business. Read this report to understand why Europeans adopt technology and how you can give your European customers the technology-enabled, emotion-rich conversations they crave.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Data: Luxury Retail Forecast, 2017 To 2022 (US)

    ForecastView Document

    March 13, 2018 Michael O'Grady, Reineke Reitsma

    Digital channels and online sales are changing luxury shoppers' habits. Store footfall continues to decline, discounts from third-party retailers threaten brand prestige, and online shoppers tend to be less brand loyal. Using examples and retailer data, this report provides context for Forrester's US luxury goods forecast and guidance on the key challenges that retailers face.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Data: Luxury Retail Forecast, 2017 To 2022 (EU-7)

    ForecastView Document

    March 13, 2018 Michael O'Grady, Reineke Reitsma

    Digital channels and online sales are changing luxury shoppers' habits. Store footfall continues to decline, discounts from third-party retailers threaten brand prestige, and online shoppers tend to be less brand loyal. Using examples and retailer data, this report provides context for Forrester's European luxury goods forecast and guidance on the key challenges that retailers face.

  • 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.

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