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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23 results in Reports

  • Listening Platforms
  • Past 18 months
  • For Customer Insights Professionals

    Report:Evaluate And Evolve Social Intelligence

    Assessment: The Social Intelligence Playbook

    Over the past seven years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few find the...

    • Downloads: 872
  • For Customer Insights Professionals

    Report:Understand The Enterprise Listening Platform Landscape

    Landscape: The Social Intelligence Playbook

    With the incessant growth of social networks, an increasing number of businesses turn to listening platforms — software platforms that capture, manage, and enable analysis of social data. This...

    • Downloads: 1303
  • For Customer Insights Professionals

    Report:Implement Effective Social Listening Capabilities In China

    Multinational Enterprises Should Revamp Their Social Listening Practices For China

    Regardless of what region they work in, customer insights (CI) professionals must know their customers. But many CI practices in China — a huge and important market with unique characteristics,...

    • Downloads: 68
  • For Customer Insights Professionals

    Report:Unleash Social Listening Data's Potential

    Continuous Improvement: The Social Intelligence Playbook

    In the age of the customer -- where consumers are empowered, informed, and have myriad options before them -- it is more important than ever to keep close tabs on what your customers and prospects...

    • Downloads: 413
  • For Application Development & Delivery Professionals

    Report:The Customer-Activated Enterprise

    Closing The Customer-Employee Gap

    Customers increasingly use digital technologies to "activate" their suppliers, throwing off significant and highly valuable data in the process; they expect enhanced value across all touchpoints in...

    • Downloads: 161
  • For Customer Insights Professionals

    Report:Design A Social Intelligence Function

    Organization: The Social Intelligence Playbook

    Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and, most importantly, people to do the...

    • Downloads: 993
  • For B2C Marketing Professionals

    Report:The Four Social Marketing Tools You Need

    Tools And Technology: The Social Marketing Playbook

    Marketers spend billions of dollars on social media every year, and most turn to technology vendors for support. But many marketers find the social technology vendor landscape indecipherable,...

    • Downloads: 2392
  • For Customer Insights Professionals

    Report:Case Study: Succeed With Social Intelligence In China

    Nestlé Used The Four Ps To Capture, Manage, Analyze, And Apply Social Data

    Non-Chinese companies with an ambition to be global leaders must listen to China's social networks, and Nestlé is no exception. In 2013, the global food giant built a social command center in...

    • Downloads: 61
  • For Application Development & Delivery Professionals

    Report:The Road To Social Business Transformation Starts With A Burning Platform

    Road Map: The Social Business And Collaboration Playbook

    Social business technology can transform the way employees work by eliminating barriers to collaboration, improving customer engagement, and accelerating the flow of information and ideas. But even...

    • Downloads: 1157
  • For CMO Professionals

    Report:Brand Health Measurement Is Ripe For Digital Disruption

    Tools And Technology: The Brand Experience Playbook

    Chief marketing officers (CMOs) have long turned to brand health measurement to keep a pulse on how the marketplace perceives their brand. But how relevant are these traditionally slow-moving and...

    • Downloads: 733
  • For Customer Insights Professionals

    Report:Brief: Apply Social Listening To The Entire Organization

    Brands In China Need An Ongoing And Engaged Exchange With Consumers On Social Platforms

    Chinese marketers are becoming more familiar with social media monitoring, which is the first level of the social listening maturity curve. With organizations devoting more marketing budget to social...

    • Downloads: 96
  • For Customer Insights Professionals

    Report:Listening Platforms Won't Become A Major Marketing Technology In 2015

    Tools And Technology: The Social Intelligence Playbook

    Social listening platforms — software platforms that capture, manage, and enable analysis of social data — are essential tools for social marketers and customer insights (CI) pros alike,...

    • Downloads: 1293
  • For Customer Experience Professionals

    Report:Q&A: The Top 10 Things To Know About Social Media In Voice Of The Customer Programs

    Few CX professionals integrate social media into their voice of the customer (VoC) programs. It's time for them to stop ignoring this valuable source of feedback. This report answers the top...

    • Downloads: 88
  • For Customer Insights Professionals

    Report:Listening To Social With The Eyes: Visual Social Analytics

    In social media, content is king — and the king of content is the image. Mainstream social networks Facebook and Twitter have become increasingly visual over time; Facebook added images to...

    • Downloads: 264
  • For Security & Risk Professionals

    Report:The Forrester Wave™: Social Risk And Compliance Solutions, Q2 2014

    Ten Vendors That Enhance Social Media Engagement While Mitigating Risk And Enforcing Compliance

    Near ubiquitous use of social media both within and outside of businesses today drastically increases companies' exposure to new levels of risk. With the benefits of engaging through social channels...

    • Downloads: 505
  • For Customer Insights Professionals

    Report:Listening Platforms Satisfy Users For Now

    Benchmarks: The Social Intelligence Playbook

    Forrester's "The Forrester Wave™: Enterprise Listening Platforms, Q1 2014" report revealed that listening platform customers are satisfied with vendors' basic trend tracking and competitive...

    • Downloads: 356
  • For Customer Insights Professionals

    Report:Brief: Be A Social Data Extrovert

    The Best Social Listening Initiatives Go Beyond Social Networks

    Customer insights (CI) professionals have looked at social data to answer their customer questions for about 10 years, but at most organizations, social insights continue to live exclusively in...

    • Downloads: 126
  • For Customer Insights Professionals

    Report:Drive Toward Social Intelligence Maturity

    Strategic Plan: The Social Intelligence Playbook

    The volume of data created in the social web each day is staggering. Combing through all of it to extract valuable insights about your customers and prospects brings competitive advantage, but it...

    • Downloads: 532
  • For Customer Insights Professionals

    Report:Defining Social Intelligence

    Vision: The Social Intelligence Playbook

    Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

    • Downloads: 3302
  • For Customer Experience Professionals

    Report:Q&A: The Social Analyst's Primer On VoC Programs, Data, Vendors, And Collaboration Tips

    Few CI professionals integrate their social media into the voice of the customer (VoC) programs that their colleagues run. It's time for them to stop ignoring this valuable source of feedback. This...

    • Downloads: 59
  • For Customer Insights Professionals

    Report:Executive Q&A: Eight Social Listening Terms Defined

    In the less than 10 years that marketers have been listening to social data, a variety of terms have emerged to describe the activities of social listening, social analytics, and social marketing....

    • Downloads: 175
  • For Customer Insights Professionals

    Report:The Total Cost Of Social Listening

    Business Case: The Social Intelligence Playbook

    Listening platforms continue to be hot and marketers are keen to use consumer conversations to inform marketing and business strategy. But as more businesses adopt listening platforms, the question...

    • Downloads: 1419
  • For Customer Insights Professionals

    Report:You Are Missing Social Content

    Find Out If You Need Visual Analytics Now — Or Later

    Adding technology to the already crowded social tools landscape that most organizations nurture is a big decision. But for some brands and industries, the increasingly visual nature of the social Web...

    • Downloads: 160