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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Market Imperatives



10 results in Reports

  • Past 12 months
  • B2C Marketing
  • Media & Entertainment
  • 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: 24
  • For B2C Marketing Professionals

    Report:Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

    • Downloads: 114
  • For B2C Marketing Professionals

    Report:Brief: With Exelate Acquisition, Nielsen Recognizes TV's Impending Addressable Future

    TV audiences are splintering across multiple devices; streaming platforms are becoming increasingly available; and the innovation brought on by dynamic ad insertion technologies is finally allowing...

    • Downloads: 132
  • For B2C Marketing Professionals

    Report:Case Study: Unilever Designs Content Around Customer Interests, Not Products

    The All Things Hair Program Reinvents Brand Marketing To Address 11 Billion Annual Hair Care Searches

    The world's third-largest consumer packaged goods (CPG) company does not radically change how it goes to market often; this case study explores how Unilever did just that. It began when the CPG giant...

    • Downloads: 221
  • 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: 120
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2015, 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 Consumer Technographics surveys and our ForecastView data. US...

    • Downloads: 86
  • For B2C Marketing Professionals

    Report:Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy

    It's Time To Think Outside The Reel

    Mobile video advertising is the new shiny object in the nascent mobile ad market, and marketing leaders want more clarity on the merits and execution of this promising format. Too many marketers...

    • Downloads: 133
  • For B2C Marketing Professionals

    Report:Making Sense Of New Video Consumption Behavior

    The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes

    Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

    • Downloads: 553
  • For B2C Marketing Professionals

    Report:Brief: Drive Publishers' Revenue With High-Performance Yield Management

    How Smart Publishers Grow Audiences While Maximizing Revenue And User Experience

    In its simplest form, yield management is the process by which a publisher allocates digital inventory to its various selling strategies, partners, and channels to earn the greatest revenue for each...

    • Downloads: 70
  • For B2C Marketing Professionals

    Report:Brief: Connect With The Power Of Microvideo

    Learn The Basics Of Microvideo

    Marketing leadership professionals are missing a key opportunity to connect with customers through microvideo channels. It's increasingly difficult to keep the attention of customers, and these...

    • Downloads: 113