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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10 results in Reports

  • Reineke Reitsma
  • Consumer Technographics
  • Enterprise Mobility
  • 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: 1127
  • 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: 631
  • For B2C Marketing 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 B2C Marketing 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 B2C Marketing Professionals

      Report:The European Tablet Landscape

      A Technographics® Data Essentials Document

      2012 was undoubtedly a pivotal year for tablets. With double-digit growth in tablet uptake across Western Europe, about one in seven online Europeans now owns a tablet. And with further double-digit...

      • Downloads: 125
    • For B2C Marketing 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: 96
    • For B2C Marketing 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: 78
    • For B2C Marketing 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: 49
    • For B2C Marketing Professionals

      Report:The Increasing Sophistication Of The European Digital Home

      European Consumer Technographics®

      The European digital home is evolving — the average consumer with a home network has three devices connected to it, and we expect that number to increase. The profile of technology early adopters in...

      • Downloads: 30
    • For B2C Marketing Professionals

      Report:Consumers Sound Off On Personal Computing Form Factors

      Forrester Technographics® Digital Consumer Community Report, June 2011

      To understand more about this changing PC landscape and what it means for consumers’ expectations in the market, we tapped into our qualitative Technographics® community. During a...

      • Downloads: 2