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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53 results in Reports

  • Past 12 months
  • B2C Marketing
  • Customer Experience Management
  • 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: 9
  • 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: 132
  • 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: 66
  • For B2C Marketing Professionals

    Report:Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

    • Downloads: 501
  • 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: 637
  • 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: 56
  • 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: 207
  • 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: 178
  • 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: 328
  • 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: 29
  • For B2C Marketing Professionals

    Report:Evaluate Your Social Marketing Capabilities

    Assessment: The Social Marketing Playbook

    Despite widespread investment in social media tactics, marketing leaders still struggle to deliver solid business outcomes with their social efforts. And "social exceptionalism" — doing social...

    • Downloads: 2435
  • 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: 99
  • For B2C Marketing Professionals

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

    ForecastView Spreadsheet

    Total social media advertising spending within the 17 Western European countries covered in this forecast is expected to reach €4.3 billion by 2019, up from €2.6 billion in 2014, growing at...

    • Downloads: 6
  • For B2C Marketing Professionals

    Report:Brief: Don't Neglect Mobile Web Ads In Favor Of Apps

    In-App Ads Are Appealing, But They're Not A Panacea

    Smartphones have captured the attention of customers, and marketers are following suit by shifting a portion of their budgets into mobile advertising. But with mobile, unlike with desktop planning,...

    • Downloads: 165
  • 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: 1175
  • 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: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: 196
  • For B2C Marketing Professionals

    Report:Build An Engagement Strategy For Europe's Social Snackers

    Aim For Social Depth Marketing And Audience Interaction Habits Using Social Technographics®

    European online consumers are more reserved in social channels compared with other markets; we say they "snack" in social channels because they treat the channels as interesting but nonessential....

    • Downloads: 97
  • 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: 5868
  • For B2C Marketing Professionals

    Report:Messaging Apps: Mobile Becomes The New Face Of Social

    Messaging Apps Will Force Digital Platforms To Evolve

    You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

    • Downloads: 397
  • 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: 137
  • 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: 88
  • For B2C Marketing Professionals

    Report:The New Mobile Mind Shift Index

    Analyzing The Appetites Of Your Mobile Customers

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI),...

    • Downloads: 563
  • For B2C Marketing Professionals

    Report:How Do Teens Use Social Media?

    North American Consumer Technographics®

    In 2014, it would be difficult to find a US teen that doesn't use social media on a regular basis. The majority of young consumers ages 12 to 17 connect with their friends on social networks every...

    • Downloads: 74
  • For B2C Marketing Professionals

    Report:Get To Know Mobile Tactics

    Tools And Technology: The Mobile Marketing Playbook

    Smartphone adoption is increasing and propelling your audience into the growing segment of always addressable customers. A key touchpoint for these mobile-savvy and connected consumers, smartphones...

    • Downloads: 901