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 CMO Professionals

      Blog:Going Green, Embracing the Groundswell, etc, First Take

      Emily calls it going corporate. Jeremiah calls it a mash-up. Irregahdless, as I think they say in Southie, what it means is putting together the two best teams in social media-marketing-computing...

      • For CMO Professionals

        Blog:Evaluating your media agency

        One of my colleagues will soon be launching a "Wave" for media agencies.  For those of you who may not know, a Forrester Wave is an analysis and evaluation of a particular market.  A...

        • For Infrastructure & Operations Professionals

          Blog:Cloud computing and highly secure data DO mix

          Every client (especially every government client) who says I’ll never use cloud services with highly secure data needs to hear this story. In no more sensitive a place than law enforcement is...

          • Charts & Figures:Asian MSSP BPO Services

          • For CMO Professionals

            Blog:What Needs to be Covered at the Olympics

            D@mn, how did I miss this? I am now a fan of Icelandic handball, regardless of whether handball should be an Olympic sport or not. First, we have sharks and Brennivin: The seafood-related alcohol...

            • For Security & Risk Professionals

              Blog:Announcing The Social Risk & Compliance (SRC) Solutions Wave

              Today we published a new Forrester Wave: Social Risk & Compliance (SRC) Solutions, Q2 2014. This report evaluates 10 vendors emerging to help organizations enable companywide use of social media...

              • For Security & Risk Professionals

                Charts & Figures:Asian MSSP BPO Services

              • Blog:The Social CEO Part Two: CEOs Aren't Social For Good Reasons

                CEOs have not embraced social for three reasons: 1) Age,  2) Constraints specific to CEOs, and 3) The present social model is mismatched to CEOs. The average age of the world's top 100...

                • For CMO Professionals

                  Blog:Not *That* Big a Fan....

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                  • For Security & Risk Professionals

                    Blog:If Everything Is Threat Intelligence, Then Nothing Is Threat Intelligence

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                    • For CMO Professionals

                      Blog:What th-? Part II

                      Uh, why does the FiOS installation guy in the TV ad hold a Kindle posing as a digital notepad? Stoopid product placement? Hints at future products? In-joke? Or just ad hoc substitution by a prop guy?

                      • For B2C Marketing Professionals

                        Report:Context In Email Marketing Pays Off

                        Performance Management: The Email Marketing Playbook

                        In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, which...

                        • Downloads: 177
                      • For B2B Marketing Professionals

                        Blog:Three Key Ways To Embrace Your Big Data Destiny

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                        • For Security & Risk Professionals

                          Charts & Figures:Asian MSSP ITO Services

                        • Blog:HP's Acquisition Of Palm: InfoWorld Should Read Its Own Articles

                          Within 24 hours, InfoWorld published two seemingly unrelated articles. One covered HP's announcement of its intent to acquire Palm, which led people to speculate aloud, "What the heck were they...

                          • For B2C Marketing Professionals

                            Blog:What Is A Boomerang?

                              No, I’m not Australian . . . at Forrester, "boomerangs" are analysts that, after leaving the research team for a stint in the "real world,"  have decided to re-join. Clients and...

                            • For CMO Professionals

                              Blog:Would You Like Fries with Your News?

                              Eh, whatever it takes, I guess. Two cups of McDonald’s iced coffee (BUY!) sit on the Fox 5 TV news desk, a punch-you-in-the-face product placement (BUY!) to chase down your morning news. I chuckled...

                              • For Infrastructure & Operations Professionals

                                Blog:Indian Organizations Embrace Mobile Applications For Employee Enablement, But Must Also Target External Customers

                                From June to August 2013, Forrester invited large and medium-size organizations in India to share details about their live enterprise mobility applications. Our objective was to understand how Indian...

                                • For CMO Professionals

                                  Blog:What th-?

                                  Potter fans are not amused. The sixth Harry Potter film, Harry Potter and the Half-Blood Prince, originally scheduled for a November 21 release, has now been moved to July 17, 2009 in the US and...

                                  • For Customer Insights Professionals

                                    Report:Brief: Applying Customer Insight To Your Digital Strategy

                                    Top Lessons Learned From Early Adopters In Asia Pacific

                                    To serve and delight empowered customers, organizations are embarking on digital transformation journeys from multiple directions. Many start with initiatives to improve digital marketing...

                                    • Downloads: 246
                                  • For Enterprise Architecture Professionals

                                    Charts & Figures:Rationalization Of ECM Systems Is An Unfulfilled Desire

                                    Benchmarks: The Content Management Playbook

                                  • For Infrastructure & Operations Professionals

                                    Report:Global Cloud Providers Need The Right Strategy To Enter The Public Cloud Market In China

                                    Securing The Right Partnership Model Will Be Critical To Success

                                    China's public cloud market is expecting strong growth until 2020. However, the combination of opaque Chinese government policies, unique business culture, and rapidly evolving perceptions of cloud...

                                    • Downloads: 485
                                  • Blog:What Does "Heartbleed" Mean To Consumers?

                                    With Kristopher Arcand When news about the Heartbleed bug captured worldwide attention last month, consumers learned that their personal information, initially thought to be secure, had in fact...

                                    • For Security & Risk Professionals

                                      Charts & Figures:Asian SOC Locations And Language Support

                                    • For CIO Professionals

                                      Blog:Not Many Palms In Emerging Markets

                                      Michele Pelino’s recent blog, “HP’s Acquisition Of Palm Is Not A Match Made In Heaven,” concludes as the title suggests that the success of the acquisition remains a...

                                      • For Application Development & Delivery Professionals

                                        Blog:Java Is A Dead-End For Enterprise App Development

                                        Before Java was invented, one of the key industry trends was to increase the productivity of both developers and end users. For example, fourth-generation programming languages (4GL) such as...