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.


Reineke is a graduate in social geography of the University of Groningen, Netherlands.

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15 results in Reports

  • Reineke Reitsma
  • Media & Entertainment
  • eCommerce
  • Consumer Technographics
  • For Marketing Leadership Professionals

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

    China Consumer Technographics®

    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...

    • Downloads: 38
  • For Marketing Leadership Professionals

    Report:The State Of Consumers And Technology: Benchmark 2013, Europe

    European Consumer Technographics®

    This report is our annual overview of European consumers' behaviors and technology attitudes based on Forrester's European Consumer Technographics surveys and our ForecastView data. We analyzed...

    • Downloads: 58
  • For Marketing Leadership Professionals

    Report:The European eCommerce Landscape

    A European Consumer Technographics® Report

    The Internet plays an important role in European consumers' retail habits, and its influence will only grow. Our data shows that just over two-thirds of European online consumers shop online,...

    • Downloads: 95
  • 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 Marketing Leadership Professionals

    Report:Understanding The Changing Needs Of Online Consumers In Asia Pacific, 2012

    Asia Pacific Technographics®

    For the past seven years, Forrester has been tracking consumers' online and offline behavior in Asia Pacific. As in recent years, this dedicated report helps companies understand the online and...

    • Downloads: 84
  • For Marketing Leadership Professionals

    Report:Digital Natives: A Demographic Overview

    North American Technographics®

    Digital natives have grown up in the age of technology and cannot imagine a life without computers, cell phones, and social networking. Although digital natives may not have large amounts of...

    • Downloads: 156
  • For Marketing Leadership Professionals

    Report:Consumers, The Internet, And TV: How Can We All Get Along?

    Forrester Technographics® Digital Consumer Community Report, July 2011

    The average US consumer reports spending an equal amount of time online as she does watching TV. This data point tells a very important story: In consumers’ minds, their time spent with offline...

    • Downloads: 6
  • For Customer Experience Professionals

    Report:A Market Researcher's Introduction To The Future Of Online Customer Experience

    The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is...

    • Downloads: 1068
  • For Customer Insights Professionals

    Report:A Consumer Market Researcher's Introduction To Consumer Spending In An Economic Recession

    In this economic recession, market researchers have to support product strategists to understand shifting consumer priorities. An evaluation of purchase intentions can determine which products...

    • Downloads: 659
  • For Marketing Leadership Professionals

    Report:Technographics® Insight: Understanding Trust In Customer Ratings And Reviews

    This Technographics® Insight takes a look at consumers¿ trust of online customer ratings and reviews in the US. It compares differences in attitudes and behaviors among consumers who generally trust...

    • Downloads: 17
  • For Marketing Leadership Professionals

    Report:Technographics® Insight: Which Channels Do Europeans Use To Listen To The Radio?

    This Technographics Insight takes a look at the channels Europeans use to listen to the radio. It shows that the radio device remains the main channel used for listening to the radio, but other...

    • Downloads: 2
  • For Marketing Leadership Professionals

    Report:Technographics® Insight: Which Channels Do Europeans Use To Watch TV?

    The TV set remains the main channel to watch TV but new channels arise. Streaming, downloaded programs, and mobile TV attract a certain audience: entertainment-focused young men. Today, more than 29...

    • Downloads: 1
  • For Marketing Leadership Professionals

    Report:Technographics® Insight: Which Device Can't European Young Consumers Live Without?

    If European young consumers have to choose the device they feel they can't live without, the majority selects their mobile. It¿s not just the calling that counts: messaging is more popular than voice...

    • Downloads: 4
  • For Marketing Leadership Professionals

    Report:The Impact Of The Internet On The Consumption Of Traditional Media

    The Internet continues to have an impact on traditional media channels: 56% of online Europeans report that their use of offline media such as Radio, TV and Newspapers has decreased since getting...

    • For Marketing Leadership Professionals

      Report:Uptake Of Online Gambling And Gaming In Europe

      With a low 4% online gambling trails the list of activities Europeans do regularly online. European online gamblers still show a very early adopter profile: young tech savvy males. Online games are...

      • Downloads: 7