Roxana Strohmenger

Director, Data Insights Innovation serving Customer Insights PROFESSIONALS

In her role, Roxana leads the team responsible for all data innovation efforts at Forrester, where they test and seek to understand which data sources, research methodologies, and frameworks are appropriate to help clients gain an intricate, 360-degree view of the consumer. In addition, her team tracks emerging and innovative research methodologies, such as social market research, mobile research, and neuroscience as well as helping clients understand how to incorporate them into their research mix and combine them with traditional research methods.

Roxana has spoken at numerous Forrester events and market-research-focused conferences, such as the Insights Innovation Exchange, The Future of Consumer Intelligence, Market Research in a Mobile World, and The Market Research Event. Her research has been cited in media sources such as AdAge and the UK's Research.

Previous Work Experience

Since she started at Forrester in 2006, Roxana has specialized in advising research and clients on data collection methodologies and on using advanced analytic tools on our Consumer Technographics® data as well as on custom research projects. Prior to her current role, she was an analyst who focused on technology's impact on the market research industry and on Latin American consumer behavior and technology adoption. In addition, she was a senior survey manager and previously a data advisor with Consumer Technographics. In both roles, she used her expertise to deliver value to clients of all industries, from consumer electronics to advertising and media companies, through customized analysis and application of Consumer Technographics data.


Roxana received her B.S. in psychology from The Florida State University and an M.A. in psychology from The College of William and Mary.

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  • James L. McQuivey
  • For CMO Professionals

    Report:Brief: Amazon's Digital Subscriptions Are A Sign Of Things To Come

    Pay attention to digital subscriptions; the future of digital relationships will be full of them. Digital platforms like Amazon and Microsoft lead in defining this ultimate form of digital...

    • Downloads: 157
  • For Chief Marketing Officer Professionals

    Blog:Digital Disruption Will Eliminate Your Monopoly, Too

    Monday’s The New York Times offers a defense of authors’ rights from bestselling author and head of the Authors Guild, Scott Turow. In the piece, Turow interprets a Supreme Court decision...

    • For Chief Marketing Officer Professionals

      Blog:YouTube Wants You To Pay So It Can Have More Of Everything

      YouTube finally announced this week that it would allow channels to charge monthly fees to access content on YouTube. Some have predicted that YouTube’s subscription model would undercut its ad...

      • For CMO Professionals

        Report:Organizing For Digital Disruption: Where And How To Ignite The Disruption You Need

        Forrester's surveys make it clear that executives believe in digital disruption; a majority of them are excited to put into practice the foundational tenets on which digital disruption must be built:...

        • Downloads: 610
      • For Chief Marketing Officer Professionals

        Blog:Rough But Open Road Ahead Of Barnes & Noble

        Today, Barnes & Noble revealed the details behind the company's prior warnings that things in the holiday quarter didn't go well. Specific weak spots are appearing everywhere for the company,...

        • For Chief Marketing Officer Professionals

          Blog:Having Faith In Apple Plus Beats

          A media frenzy arose last night when the Financial Times suggested it had word from the inside that Apple is closing in on buying Beats Electronics for $3.2 billion. The immediate response from all...

          • For Chief Marketing Officer Professionals

            Blog:What it Means That Apple's iPad Crossed The 100 Million Mark

            In just a few hours I will be on stage keynoting Forrester's eBusiness and Channel Strategy Forum: Seizing Opportunity From Digital Disruption. This is an exciting event because it was one year...

            • For CMO Professionals

              Charts & Figures:Amazon Builds Relationships With Consumers Through eBooks

              The eReader Case Study Illustrates How The Next Wave Of Gadgets Will Play Out

            • For Chief Marketing Officer Professionals

              Blog:Your Voice Will Control The Future

              Google acquired Nest for billions, and then Facebook spent several more billion on Oculus VR. We’re only a few months into 2014, and already billions have been spent by some of the...

              • For Chief Marketing Officer Professionals

                Blog:Digital Disruption Can Make TV Ads More, Not Less, Relevant

                Every few years we marketers think we have digital figured out. First it was websites, then it was about eBusiness strategy, then came social, and more recently, we're all about mobile. These are...

                • For CMO Professionals

                  Charts & Figures:No Single eReader Stands Against The iPad, But All Of Them Combined Do

                  US eReader Forecast, 2010 To 2015

                • For Chief Marketing Officer Professionals

                  Blog:Twitter Fails To Build Future of Music - But Wasn’t Trying

                    background:white">Twitter #music is now out and people are abuzz about how elegant it is while also murmuring about what it means that Twitter – a company with no direct music expertise...

                  • For Chief Marketing Officer Professionals

                    Blog:Wal-Mart Uses Boxee TV To Accelerate Cord-Shaving

                    This week Wal-Mart announced that it would put significant weight behind the new Boxee TV box, a $99 set-top box that competes with the market-leading Apple TV and the runner-up Roku boxes. Wal-Mart...

                    • For Chief Marketing Officer Professionals

                      Blog:Why Didn't Someone Else Buy Goodreads Before Amazon?

                      After traveling 5,000 miles in three days to speak about digital disruption (I know, it's odd that my physical body has to go somewhere to talk about being more digitally disruptive), I fell...

                      • For Chief Marketing Officer Professionals

                        Blog:What Really Counts As Digital Disruption?

                        I'll be first to agree that "disruption" is an overused word. I hear it all the time -- companies pitching me their new business idea describe how they're going to disrupt this or disrupt...

                        • For Chief Marketing Officer Professionals

                          Blog:Xbox One Wins The Launch Wars Hands Down

                          Folks, this one is going to be short because it's the easiest case I've ever made. Microsoft wins the next-gen game console launch wars by launching something that the company doesn't...

                          • For Chief Marketing Officer Professionals

                            Blog:Has Apple Thrown In the Towel?

                            The rumors turn out to be true. Apple is buying Beats for $3 billion, just slightly less money than originally suggested. Now that it's official, I'm confidently reiterating my...

                            • For Chief Marketing Officer Professionals

                              Blog:Digital Disruption Requires An Organizational Fix

                              Apple just announced that it has cumulatively sold more than 170 million iPads since the product first debuted in 2010. For context, if iPad Nation were a country, it would be roughly tied at No. 7...

                              • For Infrastructure & Operations Professionals

                                Report:Wearables Drive Innovation By Addressing Fundamental Human Needs

                                Take An Expansive View Of Wearables To Equip Workers — And Customers — With Wearable Devices

                                The wearables market suffers from a hype bubble: The ratio of released products to product sales is currently very high. But wearables are for real. Forrester surveyed 4,566 US online consumers and...

                                • Downloads: 295
                              • For Chief Marketing Officer Professionals

                                Blog:How To Be More Like Uber And Airbnb

                                I recently heard my all-time favorite excuse for why you can't disrupt yourself. It was in a session with 40 senior IT leaders of a Fortune 500 company including the CIO. Somebody brought up Uber and...

                                • For Chief Marketing Officer Professionals

                                  Blog:CES 2013: The Four-Sentence Summary

                                  I know what you're thinking: CES is so last week already. But the lessons of CES will follow -- some would say haunt -- us all year long, so it's worth a sober summary of last week's...

                                  • For CMO Professionals

                                    Report:The Fight To Control The TV Becomes A Platform War

                                    The fight to control the TV is a battle for the more than 114 million TV households that, until now, have been under the quiet control of cable and satellite providers and the broadcast and cable...

                                    • Downloads: 1038
                                  • For Chief Marketing Officer Professionals

                                    Blog:Sony Should Fight Fire With Fire And Post "The Interview" Online For Free

                                    Late last night, Sony revealed that it would pull The Interview from its release schedule. This decision was made in response to the step taken by the major theater chains, all agreeing that they...

                                    • For Chief Marketing Officer Professionals

                                      Blog:Change The Interface, Change The World: Microsoft HoloLens Takes Computing’s Next Giant Leap

                                      Windows 10 comes with holographic computing built into it. And to prove that it’s serious about holography, the company announced Microsoft HoloLens, a headset that lets people interact with...

                                      • For Chief Marketing Officer Professionals

                                        Blog:Google Takes Aim At A Content Platform Strategy With Not One But Two New Gadgets

                                        The poorly kept secret that is the Google Nexus 7 tablet was just announced amid much developer applause and excitement. The device is everything it was rumored to be and the specs —...