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.

Education

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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44 results in Reports

  • Past 12 months
  • B2C Marketing
  • Customer Experience Management
  • For B2C Marketing Professionals

    Report:Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook

    This report provides a road map for marketing leaders who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketing leaders...

    • Downloads: 1773
  • For B2C Marketing Professionals

    Report:Predictions 2015: Most Brands Will Underinvest In Mobile

    Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

    In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards...

    • Downloads: 498
  • For B2C Marketing Professionals

    Report:How Do Social Apps Stack Up?

    Revealing The US App Engagement Index Scores Of Social Networking And Communication Apps

    As consumers shift the time they spend on PCs and TVs to mobile, marketing leadership professionals need to shift their advertising budgets in parallel. Forrester estimates that mobile advertising...

    • Downloads: 35
  • For B2C Marketing Professionals

    Report:Three Gaming Apps Earn "Engaging" Scores On The App Engagement Index

    North American Consumer Technographics® — Revealing The Q4 2014 App Engagement Index Scores Of US Gaming Apps

    As consumers shift the time they spend on PCs and TVs to mobile devices, marketing leadership professionals need to shift their advertising budgets in parallel. Forrester estimates that mobile...

    • Downloads: 15
  • For B2C Marketing Professionals

    Report:Keeping Score Of US Smartphone Usage During The 2015 Super Bowl Event

    A Technographics® 360 Report: Using Behavioral Tracking, Social Listening, And Online Community Data

    The 2015 Super Bowl had 114 million viewers, making it the most watched television event in US history. This unprecedented level of viewership presents B2C marketing professionals with many...

    • Downloads: 16
  • For B2C Marketing Professionals

    Report:Forrester Research Mobile Application Spending Forecast, 2014 To 2019 (EU-7)

    ForecastView Spreadsheet

    In 2019, users will download more than 33 billion apps in the EU-7 -- France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK -- representing more than 13% of all downloads worldwide. As...

    • Downloads: 8
  • For B2C Marketing Professionals

    Report:Q&A: How Niche Social Networks Can Enhance Your Community Strategy

    Niche social networks — online communities of like-minded individuals who connect with each other about specialized, unique, or regional topics — have been around since the early days of...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report:UK's Multichannel Consumers Demand Customer Life-Cycle Marketing

    Discover The Touchpoints UK Consumers Turn To For Discovery, Exploration, Purchase, Inquiries, And Engagement

    Consumers have come to rely on a plethora of channels, devices and touchpoints to guide them through their purchase decisions. This path to purchase has broken free from the linear conception of the...

    • Downloads: 113
  • For B2C Marketing Professionals

    Report:The POST Process Drives Social Success

    Strategic Plan: The Social Marketing Playbook

    Ten years into the social marketing boom, many executives are still going about social strategy backward: picking technologies such as Facebook or Twitter first instead of focusing on what they want...

    • Downloads: 4525
  • For B2C Marketing Professionals

    Report:Use Social Content Curation Tools To Feature Your Consumers

    Choose Solutions That Showcase Brand Experiences And Drive Exploration

    Chances are, you've stumbled on a media gallery on a brand's social hub or online product catalog and scrolled through photos of blissful customers wearing, eating, or posing with a product. This is...

    • Downloads: 226
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe), Q4 2014 Update

    ForecastView Spreadsheet Q4 2014 Update

    Social media spending in Western Europe is expected to reach €6.60 billion by 2019, up from €3.09 billion in 2014 — a five-year compound annual growth rate (CAGR) of 16.4%. This...

    • Downloads: 7
  • For B2C Marketing Professionals

    Report:Predictions 2015: Social Media Grows Up

    A Stable Social Landscape Will Foster Marketing, Customer Insights, And Sales Success

    Social media will experience evolution rather than revolution in 2015. Privacy issues will get people's attention but won't scare anyone away from social sites. In fact, people will grow more willing...

    • Downloads: 579
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (US), Q3 2014 Update

    ForecastView Spreadsheet Q3 2014 Update

    Forrester expects social media spending in the US to reach $18.7 billion by 2019, up from $8.2 billion in 2014 -- growing at a five-year compound annual growth rate (CAGR) of 17.9%. We have revised...

    • Downloads: 12
  • For B2C Marketing Professionals

    Report:Mobile Push Notifications: Do They Save Or Spend Consumers' Time?

    A Technographics® 360 Report: Using Behavioral Tracking, Survey, And Online Community Data

    US consumers' No. 1 reason for opting in to almost any type of app's push notification — whether it's a new coupon alert or a breaking news report — is universal: They want real-time...

    • Downloads: 49
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2013, China

    China Consumer Technographics®

    This report provides an overview of metropolitan Chinese online consumers' behaviors and technology attitudes. In general, they are enthusiastic mobile owners and social participants. China is a...

    • Downloads: 44
  • For B2C Marketing Professionals

    Report:The State Of Mobile Technology For Marketers, 2014

    Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part...

    • Downloads: 1195
  • For B2C Marketing Professionals

    Report:Social Relationship Strategies That Work

    How To Succeed In Social As Organic Reach Falls Toward Zero

    Marketing leaders use social networks like Facebook and Twitter to build stronger customer relationships. But few people see companies' social posts, and even fewer engage with those posts. The...

    • Downloads: 666
  • For B2C Marketing Professionals

    Report:The App Engagement Index

    Using Behavioral Tracking To Measure Engagement Levels For Media And Communication Apps

    In this report, we introduce Forrester's App Engagement Index, a framework that evaluates media, communications, and entertainment apps based on key behavioral metrics: popularity, audience...

    • Downloads: 225
  • For B2C Marketing Professionals

    Report:Case Study: Singapore Post Makes A Good Start On Social Marketing

    Use The Marketing RaDaR As A Framework For Social Media Tactics

    This report provides marketing leaders with a case study examining Singapore Post's use of social marketing to understand and serve local and regional online customers. It unveils the company's...

    • Downloads: 73
  • For B2C Marketing Professionals

    Report:Brief: Stop Measuring Social Engagement

    Measure Facebook And Twitter Marketing Based On Business Outcomes Rather Than Audience Interactions

    Measuring social marketing is hard, and tracking engagement data doesn't make that task any easier. In fact, even Facebook itself now admits that engagement doesn't prove success. Marketing leaders...

    • Downloads: 356
  • For B2C Marketing Professionals

    Report:The New Mobile Mind Shift Index: Global

    Global Consumer Technographics®

    Forrester recently introduced its revised Mobile Mind Shift Index (MMSI), a tool that enables marketing leaders to assess their customers' mobile intensity, expectations, and behaviors and then...

    • Downloads: 62
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    Customers are in the midst of a mobile mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1387
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2015 To 2020 (Asia Pacific)

    ForecastView Spreadsheet

    Total social media advertising spending within the five Asia Pacific (APAC) countries covered in this forecast — Australia, China, India, Japan, and South Korea — is expected to reach...

    • Downloads: 2
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2014, US

    North American Consumer Technographics®

    This report is our annual overview of US consumers' behaviors and technology attitudes by generation, based on Forrester's North American Technographics surveys and our ForecastView data. Our data...

    • Downloads: 209
  • For B2C Marketing Professionals

    Report:WeChat Marketing That Works

    How To Engage With Chinese Consumers On WeChat

    As Chinese consumers spend more and more time on their smartphones and other mobile devices, the mobile messaging platform WeChat has become the most popular social platform in China. Marketing...

    • Downloads: 119