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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21 results in Reports

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

    Report:The Gross Rating Point Gets An Extreme Makeover

    Big Data Will Power More Precision And Control In Audience Measurement And Media Buys

    The rise of digital video advertising and the emergence of "TV everywhere" have fractured the video ad landscape into two media types with fundamentally different values to advertisers. While...

    • Downloads: 186
  • For B2C Marketing Professionals

    Report:Western European Online Display Advertising Forecast, 2014 To 2019

    Tablets And Video Sustain A Steady Growth In European Online Display Advertising Spend

    With most of Western Europe entering the recovery from the 2008 economic downturn, Forrester expects display advertising spend to grow at a steady pace for the next five years across the region....

    • Downloads: 131
  • For B2C Marketing Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

    • Downloads: 2160
  • For B2C Marketing Professionals

    Report:Harness The Power Of The Second Screen

    When And How It Makes Sense For Marketers To Integrate Second-Screen Experiences Into Their Plans

    Consumers today are rarely without a mobile, tablet, or laptop device close to hand, even when engaged in other activities such as watching TV. Being active on these second screens is now a normal...

    • Downloads: 237
  • 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: 43
  • 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: 430
  • For B2C Marketing Professionals

    Report:Measure Content Marketing For Success

    Performance Management: The Content Marketing Playbook

    Content marketing is one of marketers' biggest winners in terms of net new budget, as they realize that valuable, customer-centric content is an effective way to engage with empowered customers. With...

    • Downloads: 548
  • 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: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: 76
  • For B2C Marketing Professionals

    Report:Online Display Advertising Competes With Traditional Media Advertising In Europe

    ForecastView Document

    Online display advertising in Western Europe will grow at a compound annual growth rate of 10.3% from 2014 to 2019. The most important formats driving growth are video and rich media. Similarly, the...

    • Downloads: 16
  • For B2C Marketing Professionals

    Report:Executive Q&A: How Personalized Video Works And What It Can Do For You

    Marketing leaders are shifting budgets toward new content and interaction methods to counter a reduced effectiveness in traditional digital advertising and marketing. Enter personalized video, which...

    • Downloads: 159
  • 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: 15
  • 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: 14
  • For B2C Marketing Professionals

    Report:North American Online Display Advertising Forecast, 2014 To 2019

    Landscape: The Digital Media Buying Playbook

    US online display advertising will experience a strong and steady revenue growth between 2014 and 2019, while investment in offline channels will remain nearly stagnant throughout the same period....

    • Downloads: 2054
  • 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: 89
  • 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: 98
  • For B2C Marketing Professionals

    Report:Drive Returns With Adaptive Content Promotion

    Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay to...

    • Downloads: 123
  • 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: 196
  • For B2C Marketing Professionals

    Report:Enhancing Publishers' Revenues With Pay Walls

    How To Use Pay Walls To Drive Digital Subscription Revenues With Valuable Content

    Publishers have two main streams of revenue: advertising and subscriptions. Until recently, constrained by the expectation that content on the Internet should be free, digital publishers, whether...

    • Downloads: 124
  • 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: 45
  • 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: 209