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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54 results in Reports

  • Reineke Reitsma
  • Consumer Technographics
  • eCommerce
  • 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 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: 1069
  • 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 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: 432
  • 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: 7
  • 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: 17
  • 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: 269
  • 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: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: 233
  • 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 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: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:Understanding China: The Opportunities And Challenges

      A Technographics® Document

      For many companies, China offers both an opportunity and a threat. Its size, its history, its political situation, and the attitudes of its consumers present a series of challenges for companies...

      • Downloads: 119
    • 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 Marketing Leadership Professionals

      Report:Technographics® Insight: The Impact Of Security Perceptions On Online Shopping In Europe

      A look at European Net users' online security perceptions and how this impacts their online shopping behavior.

      • Downloads: 2
    • For Marketing Leadership Professionals

      Report:US Online Hispanics: A Demographic Overview

      North American Technographics®

      This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile device...

      • Downloads: 179
    • For Marketing Leadership Professionals

      Report:Technographics Insight: Who Buys Mobile Services In Asia Pacific?

      This Technographic Insight takes in depth look at mobile usage and activities in Asia. It takes a look at differences in mobile ownership and uses between Asian countries with a focus on mobile...