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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975 results in Blogs

  • Past 12 months
  • 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 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 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 Infrastructure & Operations Professionals

          Blog:Google Glass Helps Enterprise Workers Help Themselves

          Google recently announced an expansion of its Explorer Edition program to anyone in the U.S. — still at $1,500. This doesn't constitute the mass market release of the product; it's an...

          • For Marketing Leadership Professionals

            Blog:Mobile Moments Change Everything — Check Out #MyMobileMoment And Add Your Own

            Stop thinking in terms of what you do, or how your technology works now. Start thinking in terms of the mobile moments of your customers. A mobile moment is a point in time and space when someone...

            • For Data Insights Professionals

              Blog:The Data Digest: Do Mobile Phones Make Us More Productive?

              In the early 1900s, author Kin Hubbard said, “A bee is never as busy as it seems; it’s just that it can’t buzz any slower.” A century later, things haven’t changed much...

              • For Customer Insights Professionals

                Blog:The Recent Attribution Technology Acquisitions Don't Surprise Us In The Least

                On the morning of May 6, 2014, Google announced its intent to acquire Adometry, a leader in the attribution technology space. Later on the same day, AOL announced its intent to acquire Convertro,...

                • For Enterprise Architecture Professionals

                  Blog:How Will The Data Economy Impact Enterprise Architects?

                  No self-respecting EA professional would enter into planning discussions with business or tech management execs without a solid grasp of the technologies available to the enterprise, right? But what...

                  • For Customer Insights Professionals

                    Blog:What Does Acxiom's $310M LiveRamp Bid Mean For Marketers?

                    On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Tina Moffett, Susan Bidel,...

                    • For Enterprise Architecture Professionals

                      Blog:Cognitive Computing Forum: 7 Things You Need To Know

                      Day one of the first Cognitive Computing Forum in San Jose, hosted by Dataversity, gave a great perspective on the state of cognitive computing; promising, but early.  I am here this week with...

                      • For Application Development & Delivery Professionals

                        Blog:Yup, Facebook At Work Is Real

                        Facebook loves to play and test new things. After a couple of months of rumors, this morning they announced that they're going to play in the enterprise for a while and see if it's fun. And...

                        • For eBusiness & Channel Strategy Professionals

                          Blog:Merchants Will Decide The Fate of Apple's Mobile Wallet

                          The frenzy over Apple’s formal launch into the digital wallet space has reached a fever pitch. There is no shortage of speculation around the widely anticipated “iWallet” –...

                          • For Security & Risk Professionals

                            Blog:Containerization Vs. App Wrapping - The Tale Of The Tape

                            If you have implemented or used either application wrapping or containerization technologies, please COMPLETE THIS SURVEY. Application wrapping versus containerization: Which technology provides...

                            • For Customer Experience Professionals

                              Blog:The State Of VoC Programs, 2014

                              Voice of the customer (VoC) programs play a critical role in improving customer experience. They gather data for customer experience (CX) measurement efforts and uncover insights that help improve...

                              • For Data Insights Professionals

                                Blog:Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2014

                                As the importance of technology to consumers continues to grow, pretty much anyone working for a company that wants to improve their customer experience needs to understand consumers’...

                                • For Customer Experience Professionals

                                  Blog:Is Improving The Customer Experience A Moral Imperative?

                                  When I ask government employees why improving customer experience (CX) is so important, I often hear a version of the same answer: "It's the right thing to do." But I'm not about to take an...

                                  • For Marketing Leadership Professionals

                                    Blog:Something Like Democratic Marketing

                                    Set against marketing messages, I would rather listen to my neighbor’s opinion of a product. A critic’s opinion. An expert’s. Any idiot with an Internet connection, in fact...

                                    • For Customer Insights Professionals

                                      Blog:New Customer Insights Analyst Covering Marketing Technology

                                      If you haven’t kept up with the activity in the marketing technology space – acquisitions, product enhancements, "cloud" wars, et al., then I don’t blame you. The marketing...

                                      • For Security & Risk Professionals

                                        Blog:It’s Time For Healthcare CISOs To Close The Faucet Of Data Loss

                                        By all accounts, we’re approaching a new order of integration between technology and medicine. Real-time medical diagnostic data obtained from our mobile phones will soon be integrated directly...

                                        • For Marketing Leadership Professionals

                                          Blog:Want More Social Marketing Budget? Stop Measuring Social Engagement

                                          Every week I get calls from Forrester clients asking how they can measure engagement on Facebook and Twitter. And every time, I tell these marketers the same thing: You must stop measuring social...

                                          • For Application Development & Delivery Professionals

                                            Blog:What Is Customer Success Management And Why Is It Important

                                            I attended the Gainsight Pulse conference in San Francisco on May 14 which is a unique event for customer success managers to network, learn best practices, and understand the value of this role. You...

                                            • For Security & Risk Professionals

                                              Blog:Introducing Forrester’s Targeted-Attack Hierarchy Of Needs

                                              We recently published part 1 of a new series designed to help organizations build resiliency against targeted attacks. In the spirit of Maslow, we designed our Targeted-Attack Hierarchy Of...

                                              • For Chief Marketing Officer Professionals

                                                Blog:Airlines Must Deliver A Consistent Customer Experience To Build Their Brand

                                                JetBlue built its brand on a new standard of in-flight customer experience when it launched in 1999. Guided by its brand North Star to “bring humanity back to air travel,” the fledgling...

                                                • For Customer Insights Professionals

                                                  Blog:How do you measure customer loyalty? Let me count the ways.

                                                  I recently interviewed a number of companies about their approach to customer loyalty. In each conversation I asked a variation of the question "How do you define and measure customer loyalty?" And...

                                                  • For Customer Insights Professionals

                                                    Blog:Customer Obsession Differentiated Uber's Hailing Services In China

                                                    Uber faces fierce competition in China from local taxi hailing service providers Didi and Kuaidi Taxi, which both launched Uber-style e-hailing services in 2014. Both providers use a costly subsidy...