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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  • Roxana Strohmenger
  • For Customer Insights Professionals

    Charts & Figures:Social Media Usage In Latin America

    Latin American Consumer Technographics®

  • Blog:How Much Are Bad Customer Experiences Hurting Your Business? Forrester’s CX Index™ Knows

    We have all experienced it — a bad customer experience. Websites like describe in empathy-inducing detail the “turmoil” that consumers experience, whether it be...

    • For Customer Insights Professionals

      Charts & Figures:Forecast: LATAM Online/Mobile Internet Uptake, 2012 To 2017

      Latin American Consumer Technographics®

    • For B2C Marketing Professionals

      Report:Brief: The Social Users You Want To Reach Are On Mobile

      With more than a billion monthly active users, Facebook has one of the largest mobile audiences in the world. There's no doubt that Facebook has disrupted the app marketing space by becoming a key...

      • Downloads: 236
    • For B2C Marketing Professionals

      Report:Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

      A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

      Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the...

      • Downloads: 197
    • For B2C Marketing Professionals

      Report:The Social Technographics® Intensity Matrix Drives Tactical Success

      How To Target Your Audience's Favorite Social Behaviors And Sites

      In 2013, Forrester introduced two new data models — the Social Technographics® Score and the Social Technographics Intensity Matrix — to help you better understand your audiences'...

      • Downloads: 523
    • For Customer Insights Professionals

      Charts & Figures:Latin American Consumers' Device Usage

      Latin American Consumer Technographics®

    • Blog:Calculating Brand Resonance: Introducing Forrester’s TRUE Brand Compass Framework

      We live in a world filled with technology-empowered consumers who have access to more information on brands than ever before. Armed with this information, they are telling brands where, when, and how...

      • For Customer Insights Professionals

        Charts & Figures:Latin American Adults' Online/Offline Media Consumption

        Latin American Consumer Technographics®

      • For Customer Experience Professionals

        Report:What Drives A Profitable Customer Experience

        The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

        Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of...

        • Downloads: 1003
      • For Customer Insights Professionals

        Report:The State Of Consumers And Technology: Benchmark 2013, Latin America

        Latin American Consumer Technographics®

        This report is a graphical analysis of Forrester's Latin American Technographics Online Benchmark Survey, 2013. It provides an overview of metropolitan Latin American consumers' Internet and consumer...

        • Downloads: 91
      • For Customer Experience Professionals

        Report:Introducing Forrester's Next-Generation Customer Experience Index

        Great Customer Experiences Create And Sustain Customer Loyalty

        For the past seven years, Forrester has used its Customer Experience Index (CXi) to benchmark how consumers rated their interactions with hundreds of brands in the US and, more recently, in Europe...

        • Downloads: 1262
      • For B2C Marketing Professionals

        Report:Introducing The New Social Technographics®: The First Step Toward Social Success

        For most marketers, the question is no longer whether their customers use social media but rather how best to use social media to interact with those customers. So we've created a new data model...

        • Downloads: 2265
      • For B2C Marketing Professionals

        Report:The New Mobile Mind Shift Index

        Analyzing The Appetites Of Your Mobile Customers

        You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI),...

        • Downloads: 633
      • For Infrastructure & Operations Professionals

        Report:The State Of Enterprise Worker Mobility, 2016

        Introducing Forrester's Employee Mobile Mind Shift Index

        The mobile mind shift is the expectation that your customers can get what they want in their immediate contexts and moments of need — and it's revolutionized how businesses engage with customers. But...

        • Downloads: 60
      • For CMO Professionals

        Report:Measure Brand Resonance With The TRUE Brand Compass

        Landscape: The Brand Experience Playbook

        Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

        • Downloads: 831
      • For Customer Insights Professionals

        Charts & Figures:A Cross-Country Look At Mobile Usage

        Latin American Consumer Technographics®