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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35 results in Reports

  • Past 12 months
  • B2C Marketing
  • Customer Experience Management
  • 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: 136
  • For B2C Marketing Professionals

    Report:Reinvent Customer Relationships With WeChat Mobile

    Leverage The Power Of WeChat's Mobile Ecosystem In China

    WeChat is the largest mobile social app in Asia Pacific. Offering advanced features and services that go far beyond messaging to both consumers and marketers, it dominates Chinese consumers' mobile...

    • Downloads: 121
  • For B2C Marketing Professionals

    Report:Brief: The Local Marketing Opportunity

    Showcase Your National Brand Where It Matters Most

    Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...

    • Downloads: 160
  • For B2C Marketing Professionals

    Report:Master The Next Wave Of Social

    Executive Overview: The Social Marketing Playbook

    For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

    • Downloads: 2386
  • For B2C Marketing Professionals

    Report:German Consumers' Fragmented Path To Purchase

    Use Customer Life Cycle Marketing To Reach German Customers Throughout Their Path To Purchase

    Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare...

    • Downloads: 73
  • For B2C Marketing Professionals

    Report:Brief: Asia Pacific Firms Measure The Wrong Social Metrics

    Marketers Must Align Social Marketing Objectives To Business Outcomes

    Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and...

    • Downloads: 83
  • For B2C Marketing Professionals

    Report:Brief: Create Social Marketing Videos That Connect With Customers

    Video in social media can be valuable for marketers, despite its current sluggish engagement. This report showcases video examples and best practices to inspire and direct your own efforts.

    • Downloads: 105
  • For B2C Marketing Professionals

    Report:Executive Q&A: How To Staff An Effective Social Marketing Team In Asia Pacific

    As marketing professionals in Asia Pacific scale, mature, and optimize their social marketing efforts, they struggle with organizational challenges, often in the form of rigid processes and resource...

    • Downloads: 65
  • 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: 1428
  • 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: 82
  • For B2C Marketing Professionals

    Report:Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

    • Downloads: 69
  • 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: 135
  • 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: 251
  • For B2C Marketing Professionals

    Report:Get Approval To Fund Your Social Marketing Initiative

    Business Case: The Social Marketing Playbook

    Despite widespread adoption and organizational acceptance of social media, marketers still struggle with how to build a business case to secure resources for social marketing. This report gives...

    • Downloads: 5929
  • 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: 608
  • For B2C Marketing Professionals

    Report:Brief: Use Social Marketing To Advance Customers On Their Financial Services Journey

    Social Is More Than Just A Discovery Tool

    B2C marketing professionals in the financial services industry in Asia Pacific (AP) are active on social networks like Facebook and Twitter. But many are novices in using social marketing to win,...

    • Downloads: 94
  • 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:Evaluate Your Search Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 160
  • For B2C Marketing Professionals

    Report:Get Customer-Obsessed With Your Content Marketing Processes

    Processes: The Content Marketing Playbook

    Traditional marketing processes implode on contact with content marketing for three reasons: First, the rapid and ongoing publishing cycle strains obsolete production and approval machinery; second,...

    • Downloads: 250
  • For B2C Marketing Professionals

    Report:Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

    Second-Party Data Provides More Reach Than First-Party And More Granularity Than Third-Party Data

    As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into other...

    • Downloads: 207
  • For B2C Marketing Professionals

    Report:It's Time To Separate "Social" From "Media"

    Why Marketers Must Hand Social Ad Budgets To Media Buyers

    Paid advertising now accounts for 83% of marketers' social spending — and most companies hand their social ad budgets to social marketers. But they'd be wiser to let their media buyers handle...

    • Downloads: 229
  • 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: 683
  • For B2C Marketing Professionals

    Report:Maximize Media ROI With A Customer-Centric Approach

    Road Map: The Digital Media Buying Playbook

    Moving to a higher level of digital media buying maturity requires that digital marketing teams improve the way they plan and deliver around four key pillars: organization, planning and execution,...

    • Downloads: 690
  • 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: 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: 116