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.

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20 results in Reports

  • Reineke Reitsma
  • Marketing Methods
  • For Marketing Leadership Professionals

    Report:Profiling Brand-Loyal And Price-Conscious US Consumers

    A Technographics® Data Essentials Document

    Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

    • Downloads: 111
  • For eBusiness & Channel Strategy Professionals

    Report:Data Essentials: US Retail

    A Technographics® Dashboard

    This Data Essentials summarizes some key data points for the US from Forrester's North American Technographics retail surveys; it also includes data from the Forrester Research Online Retail...

    • Downloads: 539
  • For Marketing Leadership Professionals

    Report:Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

    Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

    Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They...

    • Downloads: 459
  • For Customer Insights Professionals

    Report:A Consumer Market Researcher's Introduction To Mobile POST

    Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's...

    • Downloads: 628
  • For Customer Insights Professionals

    Report:A Consumer Market Researcher's Introduction To Mobile Technographics®

    Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell...

    • Downloads: 1125
  • For Customer Insights Professionals

    Report:A Consumer Market Researcher's Introduction To How Quantitative Research Helped Staples Build Robust Personas

    Understanding and analyzing the behavior of your company's Web site visitors should go beyond collecting and analyzing site statistics. Staples represents a best-in-class example of how quantitative...

    • Downloads: 557
  • For eBusiness & Channel Strategy Professionals

    Report:How The Net Is Influencing European Offline Sales

    For the past decade or so, an increasing number of European consumers have been relying on the Internet to provide them with information on products and services. Today, more than half of the...

    • Downloads: 156
  • For eBusiness & Channel Strategy Professionals

    Report:Technographics® Insight: Global Financial Attitudes Among Online Consumers

    This Technographics Insight takes a look at the financial attitudes among online consumers globally. It compares online consumers¿ willingness to shop around for financial products, trust in...

    • For Customer Insights Professionals

      Report:A Consumer Market Researcher's Introduction To Balancing The Funnel: Which Consumers Are Loyal?

      Marketers often use the marketing funnel as a metaphor to illustrate how activities move people from prospects to customers. In most companies, the emphasis is at the opening of the funnel: on...

      • Downloads: 562
    • For eBusiness & Channel Strategy Professionals

      Report:Online Shopping In Poland: How To Turn "Lookers" Into "Buyers"

      The eCommerce market in Poland is full of potential. It's growing faster than Western European markets and is overtaking Southern European countries such as Spain and Italy. Polish consumers are...

      • Downloads: 432
    • For Marketing Leadership Professionals

      Report:Technographics® Insights: How Gender Affects Investment In Europe

      This Technographics Insight takes a look at how gender affects investment behavior in Europe. It examines the differences in investment ownership, attitudes and behavior among European male and...

      • For eBusiness & Channel Strategy Professionals

        Report:Technographics® Survey Highlights: European Technographics Online Financial Services Survey, Q4 2007

        This highlight deck summarizes the key findings from Forrester's European Technographics Online Financial Services Survey, Q4 2007.

        • For eBusiness & Channel Strategy Professionals

          Report:Technographics® Insight: Card Ownership And Usage In Europe

          This Technographics Insight takes a look at card ownership and usage in Europe. It examines and compares the number of cards regularly used by Europeans and why they do or don¿t use multiple cards.

          • For eBusiness & Channel Strategy Professionals

            Report:European Multichannel Consumers Are High-Value Shoppers

            Europeans are shopping via three main channels: stores, the Internet, and other remote channels, such as mail, phone, and catalogs. In recent years, the Internet channel has been gaining in...

            • Downloads: 173
          • For eBusiness & Channel Strategy Professionals

            Report:Technographics® Insight: European Online Shoppers Love Loyalty Cards

            This Technographics Insight reviews the loyalty programs Europeans are using and the reasons for participating in such programs.

            • Downloads: 5
          • For eBusiness & Channel Strategy Professionals

            Report:How European Seniors Research Financial Decisions

            The senior segment in Europe currently represents a third of the total population and is expected to grow in the coming years. European seniors are an attractive target group, as they tend to have...

            • Downloads: 269
          • For eBusiness & Channel Strategy Professionals

            Report:Technographics® Insight: European Online Grocery Shopping

            Online grocery shopping struggles to reach a broader audience, with only 3% of online consumers buying groceries online in 2007 compared to 2% in 2002. The UK leads in uptake and represents 56% of...

            • For eBusiness & Channel Strategy Professionals

              Report:How European Young Professionals Research Financial Decisions

              Young professionals are an attractive group for financial companies — they are an affluent segment of the population, whose incomes are likely to grow with their career paths, and who have an...

              • Downloads: 231
            • For eBusiness & Channel Strategy Professionals

              Report:Global Online Shopping Patterns

              Take a quick look at the online shopping behaviors in Asia, Europe, and the US. Discover which countries are the most active in online shopping, and which products are the most popular.

              • Downloads: 5
            • For eBusiness & Channel Strategy Professionals

              Report:European Travelers: An Overview Of 2006

              Where Do European Travelers Research And Buy Leisure Travel?

              Over the past few years, more and more European consumers have not only researched travel online, but have also booked it online. Consumers rely heavily on the Internet to obtain information on...

              • Downloads: 92