Gina Fleming

Senior Analyst serving Customer Insights PROFESSIONALS

As a senior consumer insights analyst at Forrester Research, Gina focuses on consumer technology usage and adoption, retail habits, and online behaviors. She works extensively with Forrester's Consumer Technographics® data to understand the role technology plays in consumers' lives and advises companies on marketing strategies that cater to consumers' rapidly changing preferences and behaviors. Gina's research agenda focuses on consumer trends, quantitative market research techniques, behavioral economics for market insights, and the merging of market insights and behavioral data. Gina uses innovative consumer analytics techniques that provide her clients with actionable insights. She helps Forrester clients map their customer journey, segment their customers, and understand the drivers of purchase and loyalty.

Gina follows the market research industry and the future of market insights. She has spoken on this topic at many Forrester and market research events such as the Insights and Innovation Exchange, the IQPC Customer Analytics & Intelligence Summit and Market Research Exchange, and the AMA Marketing Insights from Market Research.

Previous Work Experience

Before working as a consumer insights analyst, Gina was a senior strategic analyst at Mullen advertising. At Mullen, Gina provided the strategic and analytical support to solve business challenges, identify market-sizing opportunities, and frame positioning and communication strategy. She served several clients across many industries, including JetBlue, Qwest, and the Department of Defense. Her focus at Mullen included customer relationship management (CRM) strategy and implementation, media mix optimization, quantitative modeling, and conjoint analysis.

Prior to Mullen, Gina worked as a consultant at IHS Global Insight, an economic research and consulting firm. At IHS Global Insight, Gina worked in the consulting division to provide market insights and economic analysis to clients in numerous industries including construction, chemicals, durable goods, and finance. During her time at IHS Global Insight, Gina focused on demand modeling, forecasting, and scenario planning.

Education

Gina graduated with high honors from the University of California, Santa Barbara, earning a B.A. in business economics and global studies. She also holds an M.A. in economics from Boston University.

Gina Fleming's Research

  • For Marketing Leadership Professionals

    Report: Millennials: A Demographic Overview

    In this demographic overview, we analyze Millennials, those consumers born in the 1980s and mid-1990s who are ages 18 to 34 — a group that has grown up with online shopping, smartphones, a...

    • Downloads: 38
  • For Marketing Leadership Professionals

    Report: The State Of Consumers And Technology: Benchmark 2014, US

    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 da...

    • Downloads: 112
  • For Marketing Leadership Professionals

    Report: The New Mobile Mind Shift Index: Global

    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: 43
  • For Marketing Leadership Professionals

    Report: Predictions 2015: Social Media Grows Up

    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 wi...

    • Downloads: 464
  • For eBusiness & Channel Strategy Professionals

    Report: Why Shoppers Buy At General Retailers In France And The UK

    Consumers are more empowered today than ever before to choose where and when they shop. Forrester sought to develop an understanding of how and why consumers choose a retailer and what they expe...

    • Downloads: 17
  • For Marketing Leadership Professionals

    Report: The State Of Consumers And Technology: Benchmark 2011, US

    This report is a graphical analysis of Forrester's North American Technographics® Online Benchmark Survey, Q3 2011 (US, Canada). It provides a generational overview of US consumers' demogra...

    • Downloads: 1847
  • For Customer Insights Professionals

    Report: The Facebook Factor

    Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives ...

    • Downloads: 1391
  • For CMO Professionals

    Report: Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety o...

    • Downloads: 1101
  • For Marketing Leadership Professionals

    Report: Segmenting Customers By Technology Preference

    Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that infl...

    • Downloads: 942
  • For Marketing Leadership Professionals

    Report: Global Social Media Adoption In 2011

    Social media has gone global: The majority of online adults in North America, Europe, metropolitan Asia, and Latin America use social media regularly. But usage patterns vary widely by country a...

    • Downloads: 833
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