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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    • For Marketing Leadership Professionals

      Blog:Email Marketing Service Provider Wave

      I continue to work on the long awaited ESP Wave report, and yes we do plan to publish it before the end of the year.   This Wave has more vendors than any of our earlier ESP Waves. ...

      • For Marketing Leadership Professionals

        Blog:The Future of Agencies: What Do You Think?

        [Posted by Sean Corcoran] Follow Me on  We’re in the process of pondering a very important question in the industry today: what is the future of agencies? Agencies have played such a...

        • For Marketing Leadership Professionals

          Blog:How Industries Spend On Interactive Marketing

          [Posted by Shar VanBoskirk] I dedicate this blog post to anyone who has read Forrester's interactive marketing forecast and thought, "well that's great, but how are interactive...

          • 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 Application Development & Delivery Professionals

              Blog:Your Future Needs A Type 4 Technology Strategy

              As I discuss with clients the developing notions of Forrester's Business Capability Architecture (see blog post #1 and blog post #2), I have found it important to distinguish between different...

              • For Marketing Leadership Professionals

                Blog:Securing Interactive Budget Takes New Skills

                [Posted by Neil Strother] As interactive marketing has taken on greater influence within businesses, leaders of IM teams have emerged to shape strategy and win approval for the interactive marketing...

                • For Marketing Leadership Professionals

                  Blog:Google Grabs AdMob To Push Further Into Mobile Advertising

                  [Posted by Neil Strother] Google has just announced an all-stock deal to purchase mobile ad network AdMob for $750 million in a bid to solidify its position as the leader in mobile advertising. By...

                  • For Customer Insights Professionals

                    Blog:Harness The Power Of Customer Context To Deliver Utility

                    Last month, we had one of our best Forrester Forums For Marketing Leaders that I've been to, and I've been to all of them. With an on-site audience of nearly 1,000 marketing professionals, I...

                    • For eBusiness & Channel Strategy Professionals

                      Charts & Figures:Travel Social Fans Are Slightly Older And Spend More On Leisure Travel

                      An In-Depth Look At Travel Social Fans, The Travelers Who Friend, Follow, Or Fan Travel Companies And Destinations On Social Media Sites

                    • For Business Process Professionals

                      Blog:Data Governance Remains Immature: Increase Focus On Business Process To Build Momentum

                      I just read a great blog post by Marty Moseley discussing the results of a data governance survey he and his team recently fielded. The feedback he collected matches recent data-governance-related...

                      • For Vendor Strategy Professionals

                        Blog:The Reemergence Of Endpoint Protection

                        I found the RSA Conference completely exhausting, but also intellectually invigorating. (Shameless plug: you can see me speaking on an RSA Keynote panel about the future of authentication here.) I...

                        • For Marketing Leadership Professionals

                          Blog:Rich Search Ads Hold Promise, But...

                          [Posted by Neil Strother] A quick note to say a new report is up regarding marketers experimenting with rich ads (images and video) in search: "Rich Search Ads: Too Early For Most Advertisers"...

                          • For Marketing Leadership Professionals

                            Blog:Guest Post: Michael Greene on How to Source Video Ad Creative

                            You may not know the name Michael Greene, but if you're a Forrester client or you read this blog regularly then you've certainly seen his work. As a researcher on our team, Michael produces...

                            • For Marketing Leadership Professionals

                              Report:The Path To Mobile Marketing Mastery

                              Executive Overview: The Mobile Marketing Playbook

                              Today, two-thirds of US online adults use a smartphone, and Forrester predicts this number will grow. Many marketers realize that more and more customers are mobile-dominant, but few recognize the...

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                            • For Enterprise Architecture Professionals

                              Blog:Welcome To The Future Of Data Management

                               The demand for data has never been greater.  The expectations are even grander.  On the other hand, what the business wants has never been more ambiguous.   Welcome to the future...

                              • For eBusiness & Channel Strategy Professionals

                                Charts & Figures:One In Three TSFs Follows Travel Companies To Learn About Deals

                                An In-Depth Look At Travel Social Fans, The Travelers Who Friend, Follow, Or Fan Travel Companies And Destinations On Social Media Sites

                              • For Chief Information Officer Professionals

                                Blog:Will Russia Really Change? Cisco Places Its Bet. But Seeing Is Believing.

                                Russian president Dmitry Medvedev toured Silicon Valley last week, meeting with tech vendor executives and local entrepreneurs.  At Cisco, Medvedev participated in a telepresence session and...

                                • For Chief Marketing Officer Professionals

                                  Blog:The ANA TV Conference And The Future Of Television Measurement

                                  On February 10, our Researcher Mike Glantz was able to attend the ANA TV and Everything Video Conference. In light of our recently published call on the future of TV audience measurement in our new...

                                  • For Customer Experience Professionals

                                    Charts & Figures:Kohl's Maintains Pricing Across Touchpoints

                                  • For Marketing Leadership Professionals

                                    Blog:Using Social Media To Create And Amplify Offline Influence

                                    [Posted by Nate Elliott. Follow me on twitter.] According to all the data I've collected in the past few years -- no matter what age group or country you study, and no matter how actively people...

                                    • For Chief Information Officer Professionals

                                      Blog:When Cost Is Your Only IT Metric, Everyone Suffers

                                      by Craig Symons In the current economic climate it’s not a surprise that many of the conversations I have with clients tend to revolve around IT budgets, the cost of IT, and what if anything can be...

                                      • For Marketing Leadership Professionals

                                        Blog:Platform A: Too little too late for AOL?

                                        The online advertising world is abuzz this Monday morning about the press release from AOL which just crossed the wire.  Specifically, AOL announced that it will: Create a new online...

                                        • For Counterintuitive CEO Professionals


                                          At a conference of CIOs that I attended this morning in Lisbon, all of our group were reflective and emotionally affected by the news of Jobs’ death – many heartfelt words were spoken...