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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14 results in Reports

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

    Report:Brief: Binge Viewing Won't Kill TV Advertising

    TV Advertisers Should Take Advantage Of This New Viewing Behavior

    The archives of TV episodes and movies that over-the-top video services like Netflix offer lure viewers to binge watch multiple consecutive hours of content. B2C marketers worry that this viewing...

    • Downloads: 40
  • For B2C Marketing Professionals

    Report:OTT Ushers In A New Era For TV

    Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

    Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

    • Downloads: 85
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2015, Europe

    European Consumer Technographics®

    This report is our overview of European consumers' behaviors and technology attitudes based on Forrester's European Consumer Technographics surveys and ForecastView data. We analyzed technology usage...

    • Downloads: 11
  • For B2C Marketing Professionals

    Report:Brief: TV And Digital Video Convergence Accelerates

    Marketers Take Early Steps Toward An Omnichannel Video Future

    Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

    • Downloads: 215
  • For B2C Marketing Professionals

    Report:Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook

    How is content influencing audiences? Is your brand forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this activity...

    • Downloads: 757
  • 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: 2396
  • 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: 289
  • 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: 287
  • 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: 191
  • For B2C Marketing Professionals

    Report:The State Of Consumers And Technology: Benchmark 2015, Canada

    North American Consumer Technographics®

    This report is an overview of Canadian consumers' behaviors and technology attitudes by age group, based on Forrester's North American Consumer Technographics surveys and our ForecastView data....

    • Downloads: 26
  • For B2C Marketing Professionals

    Report:Vendor Landscape: Second-Screen Ad-Syncing Solutions

    Boost TV Advertising With Synchronized Online Advertising Campaigns

    Consumers' increasing use of connected screens while they're watching TV draws their attention away from TV content and commercials. Smart marketers see this as an opportunity and not a threat: It's...

    • Downloads: 35
  • 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: 161
  • For B2C Marketing Professionals

    Report:The Best And Worst Of Email Marketing, 2015

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

    • Downloads: 408
  • 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: 162