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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171 results in Reports

  • Corporate Strategy
  • For CMO Professionals

    Report:Brief: Business Models Determine Agency Strengths

    Not All Agencies Are Built On The Same Financial Foundation

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer —...

    • Downloads: 330
  • For Sourcing & Vendor Management Professionals

    Report:Brief: Cloud Contract Negotiations Checklist

    The cloud boom continues. Organizations are using cloud in more technology areas, in larger deployments, and for more mission-critical areas. As a result, the costs and risks associated with cloud...

    • Downloads: 178
  • For Application Development & Delivery Professionals

    Report:Put The Customer At The Center Of Your Business Applications Portfolio

    Assessment: The Business Applications Playbook

    Mature enterprise applications portfolios are well adapted to vertically integrated enterprises with highly trained dedicated users. But the age of the customer means that enterprises need to...

    • Downloads: 384
  • For Customer Insights Professionals

    Report:Quick Take: IBM-Twitter Partnership Narrows The Data To Insights Gap

    And In Turn Lures Business To The Cloud

    What happens in Vegas, stays in Vegas — unless you tweet about it. On October 29, IBM and Twitter announced a partnership to help enterprises get customer insights from the social giant's...

    • Downloads: 103
  • For Infrastructure & Operations Professionals

    Report:Quick Take: Dell's Nutanix Partnership Escalates The Hyperconvergence Vendor War

    Witness The Beginning Of A New Era In Infrastructure Convergence

    Dell's new original equipment manufacturer (OEM) partnership with hyperconvergence pioneer Nutanix adds a disruptive element to its portfolio that will help you design and deliver services more...

    • Downloads: 176
  • For CIO Professionals

    Report:A Better But Still Subpar Global Tech Market In 2014 And 2015

    Software Buying In The US And Other Tech Twelve Countries Will Drive 5.5% Local Currency Tech Growth In 2014

    The good news for CIOs is that improving economies in the US and elsewhere will generate cash flow to support the purchases of the new mobile, cloud, and smart technologies that are transforming...

    • Downloads: 758
  • For Customer Experience Professionals

    Report:Brief: Capital One Gets It Right With Adaptive Path Acquisition

    Firms that aspire to become customer experience (CX) leaders should pay close attention to the unfolding CX case study at Capital One. Following a busy two years of innovation efforts, Capital One...

    • Downloads: 183
  • For Application Development & Delivery Professionals

    Report:Monetizing APIs: Help Execs Think Bigger, And Drive More Revenue

    Charging For APIs Is Not The Only Way To Make Money

    Clients sometimes ask Forrester, "How are enterprises monetizing APIs?" What they are really asking is, "How are enterprises charging for API usage?" This is certainly a useful question, but...

    • Downloads: 124
  • For CIO Professionals

    Report:Find A Date To The Data Dance

    Partners Facilitate The Commercialization Of Data Assets

    You've got data! A growing number of companies are recognizing the value of their data assets — and not just for internal use. The commercialization of these data assets will become an...

    • Downloads: 164
  • For Infrastructure & Operations Professionals

    Report:Weigh The Economic Factors Of Your Data Center Ecosystem Transformation

    Business Case: The Infrastructure Transformation Playbook For 2015

    As demand for back-end resources accelerates to support digital business, data centers run low on space, power, and cooling capacity, leaving I&O pros faced with a critical decision: Build a new...

    • Downloads: 56
  • For Enterprise Architecture Professionals

    Report:Brief: Changepoint's Acquisition Of Daptiv Blurs The Line Between PPM And PSA

    Combination Brings Agility But Time-To-Market Is Critical

    On August 21, 2014, Changepoint, a longtime leader in the professional services automation (PSA) and business-focused project portfolio management (PPM) vendor markets, announced it acquired Daptiv,...

    • Downloads: 66
  • For Application Development & Delivery Professionals

    Report:Every Company Is A SaaS Company

    Leading-Edge Firms In All Sectors Are Becoming SaaS Providers To Build Sustainable Competitive Advantage

    Software-as-a-service (SaaS) has already revolutionized the software world, and now companies outside of the software industry are transforming business models by becoming SaaS providers too. These...

    • Downloads: 272
  • For Security & Risk Professionals

    Report:Quick Take: BlackBerry Acquires Good Technology, Buying Share In The EMM Market

    On September 4, BlackBerry announced a definitive agreement to acquire Good Technology for $425 million. This acquisition expands BlackBerry's mobile security offerings and eliminates one of its...

    • Downloads: 72
  • For Infrastructure & Operations Professionals

    Report:Brief: Cisco's Tail-f Acquisition Is Good News For Your Flexible Service Ambitions

    The Move Validates Forrester's Virtual Network Infrastructure Vision

    On June 17, 2014, Cisco announced its acquisition of Tail-f Systems for $175 million in cash and retention incentives. The acquisition helps Cisco deliver on a virtual network infrastructure vision...

    • Downloads: 83
  • For CIO Professionals

    Report:Brief: Build Your Localization Strategy For Chinese Technology Vendors Now

    Chinese Enterprises Should Plan For A Local Vendor Strategy

    Since China opened up to the world in the late 1970s, the Chinese government has leveraged products from leading US and European technology vendors to help public and private sector organizations...

    • Downloads: 57
  • For CIO Professionals

    Report:Quick Take: European Telco Consolidation Gains Further Momentum

    Hutchison Whampoa's Plans To Buy O2 Point To A Bigger Telco Shakeout In Europe

    Mergers and acquisitions (M&A) activity by technology vendors is increasing again and will have a lasting effect on CIOs and their portfolio strategies in 2015. Last week, Telefónica entered...

    • Downloads: 102
  • For CIO Professionals

    Report:Quick Take: IBM-As-A-Service

    IBM's Impact 2014 Is A Milestone In Reshaping IBM's Core Business

    IBM is one of the mega oil tankers navigating slowly on the technology ocean, surrounded by speedboats of "startups" and heavy "clouds" on the horizon. Stowaways talking strange languages like...

    • Downloads: 371
  • For Application Development & Delivery Professionals

    Report:Ground Applications Strategy In Business Imperatives

    Strategy: The Business Applications Playbook

    This report outlines the role of business strategy in Forrester's solution for application development and delivery (AD&D) professionals working on business applications strategy. Large firms are...

    • Downloads: 654
  • For CIO Professionals

    Report:Predictions 2015: Telecoms Will Struggle To Align To The CIO's BT Agenda

    2015 Will Be Another Roller-Coaster Ride For Telecoms

    As the CIO's attention shifts from information technology (IT) to business technology (BT), the telecom business model will undergo dramatic transformation. Only a minority of telecoms will manage to...

    • Downloads: 358
  • For Infrastructure & Operations Professionals

    Report:Understand The Cloud Service Provider Market Landscape

    With cloud computing services now formal members of the technology management portfolio, the challenge shifts from understanding cloud to selecting the right partners. Most hosting companies, managed...

    • Downloads: 1298
  • For CIO Professionals

    Report:Quick Take: Is Ellison Really Stepping Down?

    Oracle's Announcement Changes Little In The Near Term, But Is Act One Of An Executive Succession

    Many have interpreted Oracle's announcement on September 18, 2014 that founder Larry Ellison will now be chief technology officer (CTO), not CEO, as a major leadership change at the company. The...

    • Downloads: 60
  • For eBusiness & Channel Strategy Professionals

    Report:Market Overview: Commerce Solutions For Digital Products And Services, 2015

    Supporting Digital Business Models Requires Flexible Platforms

    In the past, online transactions for digital product purchases differed little from physical product purchases, with the exception of the delivery method. However, today's digitally connected...

    • Downloads: 346
  • For Customer Experience Professionals

    Report:Business Model And Brand Fuel Customer Experience Innovation

    How To Dodge Innovation Copycats

    Executives strive for customer experience innovation and make significant investments to get it. And yet, too many innovation initiatives are vulnerable to copycats. The remedy is to connect...

    • Downloads: 449
  • For Enterprise Architecture Professionals

    Report:Brief: Planview Acquires Projectplace To Connect Strategy With Work Execution

    Adding Work Management Is A Big Step In Connecting The Dots

    Planview took a big step toward in connecting the dots between strategic planning and execution when it announced its plan to acquire Projectplace on August 13, 2014. Planview's project portfolio...

    • Downloads: 73
  • For Application Development & Delivery Professionals

    Report:Brief: IBM Acquires StrongLoop

    What It Means To IBM, Enterprise Applications, And The Future Of Software Development

    On September 10, 2015, IBM announced the acquisition of StrongLoop, a company that builds products and delivers services around Node.js. A JavaScript environment built around the V8 JS engine,...

    • Downloads: 62