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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78 results in Reports

  • Reineke Reitsma
  • Consumer Technographics
  • 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: 1124
  • 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: 1067
  • 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: 658
  • For Customer Insights Professionals

    Report:The Herd Effect And The Influence Of Technology On Consumer Behavior In A Crisis

    There have been tough economic times before, but those were in a different era. In the 1980s, consumers only received information via television and newspapers, which meant a certain delay in getting...

    • Downloads: 575
  • 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: 561
  • 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 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: 431
  • 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 eBusiness & Channel Strategy Professionals

      Report:How Europeans Pay For Goods And Services

      No two countries are the same when it comes to retail payment habits in Europe. Unlike in the US — where most firms can offer their customers a uniform set of payment options — companies...

      • Downloads: 441
    • 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: 6
    • 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 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: 16
    • For Marketing Leadership Professionals

      Report:Digital Moms: A Demographic Overview

      North American Technographics®

      Moms (defined here as US online women ages 18 to 50 who are parents of a child younger than 18 living with them) are much like their non-mom counterparts when it comes to their basic demographics,...

      • Downloads: 331
    • For eBusiness & Channel Strategy Professionals

      Report:European Retailers Still Need To Offer Multiple Online Payment Methods

      In 2006, 56% of European Net users regularly shopped online but not all of them made their payments online. European online shoppers continue to use a mix of online and offline payment methods to buy...

      • Downloads: 315
    • For eBusiness & Channel Strategy Professionals

      Report:European Online Shopping Landscape 2007

      Online shopping uptake slows down in Europe, Sweden and the Netherlands show the largest increase in online shopping in the past year. However, the majority of European shoppers live in Germany or...

      • 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 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: 267
    • 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 Marketing Leadership Professionals

      Report:Technographics® Insight: Polish Consumers Go Mobile

      This Technographics Insight takes a look at mobile penetration in Poland. It examines attrition of fixed line telephony and growth of mobile Internet in Poland.

      • For Marketing Leadership Professionals

        Report:Men, Women, And The Internet

        What European Women Do Online, And How This Differs From What Men Do

        The number of European women using the Internet regularly has jumped from 51 million to 71 million in the past four years. However, women are still less likely than men to be online, and those who...

        • Downloads: 232
      • 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 Marketing Leadership Professionals

        Report:Don't Neglect Technology's Late Adopters

        European Sidelined Citizens Are A Valuable Target Group

        Sidelined Citizens is Forrester's term for late adopters; they are also often referred to as laggards. They are low-income technology pessimists who adopt technology after everybody else. But...

        • Downloads: 225
      • 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 Marketing Leadership Professionals

        Report:Technographics® Insight: Internet Usage And Online Activities Across Asia Pacific Markets

        This Technographics Insight takes a look at Internet uptake in Asia Pacific markets. It examines Internet adoption across countries, the profile on online consumers, and their activities online.

        • Downloads: 3
      • For Marketing Leadership Professionals

        Report:Technographics® Insight: Which Europeans Use New Customer Service Methods?

        This Technographics Insight takes a look at the customer service methods Europeans like and use. It examines more particularly the methods consumers use to contact their main mobile phone operator.

        • Downloads: 4