Reineke Reitsma

Vice President, Research Director - Market Insights serving Customer Insights PROFESSIONALS

Reineke serves Customer Insights Professionals and leads a team that helps these professionals understand how technology developments influence the market insight industry, and how to adapt research agendas, research methodologies, and team structure accordingly to stay successful and relevant. In addition, she leads a team responsible for data innovation at Forrester. This team tests and evaluates alternative data sources and research methodologies, and it looks at new ways of visualizing data.

Reineke has spoken at numerous Forrester events, as well as market research and marketing conferences, such as Esomar Insights, Market Research in a Mobile World, The Dutch Marketing Association (NIMA) event, and IAB conferences. Her research has been cited in publications worldwide, including The New York Times, Washington Post, New Media Age, Stratégies, Research World, Research Magazine, and Vue.

Previous Work Experience

Prior to this position, Reineke spent six years at Forrester managing all quantitative research operations for Forrester in Europe and Asia, including the Consumer Technographics® and UK Internet User Monitor studies, and writing quantitative research about the effect of technology on consumer behavior. Before that she was an analyst at Forrester for four years, focusing primarily on retail and media topics.

Prior to Forrester, Reineke worked in a variety of market insights roles, both on vendor and client side. In her role at Intres, a retail organization in the Netherlands, she advised the board of directors on business expansions and supported senior management with strategic decisions. At Market Response, a market research company in the Netherlands, she set up and coordinated research activities in Europe and Asia. Her focus there was on continuous and international research as well as on consulting. Reineke worked during this period for clients like Akzo, British American Tobacco, Mars/Effem, and Sara Lee.

Education

Reineke is a graduate in social geography of the University of Groningen, Netherlands.

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45 results in Reports

  • Reineke Reitsma
  • Customer Experience Management
  • For Customer Insights Professionals

    Report:Mobile And The Travel Experience

    A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

    Traveling is synonymous with being mobile — and we mean that in every sense of the term. Smartphones and tablets have disrupted the travel life cycle to the point where consumers reach for...

    • 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: 42
    • For B2C Marketing Professionals

      Report:The State Of Consumers And Technology: Benchmark 2013, Europe

      European Consumer Technographics®

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

      • Downloads: 66
    • For Customer Insights Professionals

      Report:Emerging Markets Overview: Indonesia

      A Global Consumer Technographics® Report

      Spread across thousands of islands in the Indian and Pacific Oceans, Indonesia is Southeast Asia's biggest economy. With 251 million people, it's the fourth-largest country in the world in terms of...

      • Downloads: 36
    • For Customer Insights Professionals

      Report:Emerging Markets Overview: Poland

      A Global Consumer Technographics® Report

      With a population of 38 million, Poland is one of the largest European markets and holds a central position in Europe. In 2004, 15 years after the end of communism, Poland entered a new era when it...

      • Downloads: 37
    • For Customer Insights Professionals

      Report:Emerging Markets Overview: India

      A Global Consumer Technographics Report

      With 1.2 billion people, India is the world's largest democracy and second most populated country; it emerged as a major power in the 1990s. It is now the world's fourth largest economy —...

      • Downloads: 45
    • For B2C Marketing Professionals

      Report:Customer Life-Cycle Industry Overview: Consumer Electronics

      A Consumer Technographics® Report

      A range of different motivations may inspire a consumer's decision to purchase a consumer electronics device: While some technology mavens know of the latest product through community interest groups...

      • Downloads: 71
    • For B2C Marketing Professionals

      Report:Customer Life-Cycle Industry Overview: Automobiles

      A Consumer Technographics® Report

      When Mad Men's silver-tongued creative director Don Draper declared that "happiness is the smell of a new car," he suggested that buying a car means more than just having the ability to get from one...

      • Downloads: 96
    • For B2C Marketing Professionals

      Report:Emerging Markets Overview: China

      A Global Consumer Technographics® Report

      China, the world's most populous country, has a population of more than 1.35 billion and is the world's second-largest country by land area, covering approximately 9.6 million square kilometers....

      • Downloads: 62
    • For B2C Marketing Professionals

      Report:Customer Life-Cycle Industry Overview: Over-The-Counter Health Products

      A Consumer Technographics® Report

      When it comes to buying health-related products, consumers take extra care to learn about the item. Although over-the-counter health products aren't generally high investments on the basis of price,...

      • Downloads: 65
    • For B2C Marketing Professionals

      Report:Customer Life-Cycle Industry Overview: Clothing, Footwear, And Accessories

      A Consumer Technographics® Report

      Window shopping can be trendy, but "screen shopping" might be next season's newest fashion. With the proliferation of online garment retailers, fashion labels' aggressive digital campaigns, and...

      • Downloads: 63
    • For B2C Marketing Professionals

      Report:Emerging Markets Overview: Brazil

      A Global Consumer Technographics® Report

      By far the largest and most populated country in South America, Brazil has a presence on the world stage that continues to win global attention and inspire awe with as much flair as Adriana Lima...

      • Downloads: 80
    • For B2C Marketing Professionals

      Report:Profiling Brand-Loyal And Price-Conscious US Consumers

      A Technographics® Data Essentials Document

      Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

      • Downloads: 111
    • For B2C Marketing Professionals

      Report:Understanding The Changing Needs Of Online Consumers In Asia Pacific, 2012

      Asia Pacific Technographics®

      For the past seven years, Forrester has been tracking consumers' online and offline behavior in Asia Pacific. As in recent years, this dedicated report helps companies understand the online and...

      • Downloads: 90
    • For B2C Marketing Professionals

      Report:US Online Hispanics: A Demographic Overview

      North American Technographics®

      This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile device...

      • Downloads: 182
    • For B2C Marketing Professionals

      Report:Exploring The Social Technographics Ladder: Conversationalists

      North American Consumer Technographics®

      Conversationalists are the highly active individuals that post updates and/or update their status on social networking sites at least weekly. Members of this group not only express their opinion on a...

      • Downloads: 65
    • For B2C Marketing Professionals

      Report:Profiling Chinese Luxury Goods Buyers

      A Technographics® Data Essentials Document

      Luxury goods are very popular in China; they are bought by men and women of all ages and across all income levels. Compared with non-luxury goods buyers, Chinese luxury goods buyers tend to have...

      • Downloads: 49
    • For B2C Marketing Professionals

      Report:Digital Moms: A Demographic Overview

      European Technographics®

      Moms — defined here as European online women ages 18 to 50 who are parents of a child younger than 16 that is living with them — are much like their "non-mom" counterparts when it comes...

      • Downloads: 96
    • For B2C Marketing Professionals

      Report:Exploring The Social Technographics® Ladder: Creators

      North American Consumer Technographics®

      Creators sit at the top of Forrester's Social Technographics ladder®: They are a group of highly active online consumers who write blogs and articles, upload self-created video and music, post...

      • Downloads: 89
    • For Customer Experience Professionals

      Report:Case Study: Philips Uses eLearning To Communicate The Benefits Of Net Promoter

      Partnership With Jellyvision Lab Leads To An Engaging Training Module

      One of the challenges that market insights professionals struggle with is the communication of research results across the organization. The Customer Experience and NPS team at Philips was tasked...

      • Downloads: 345
    • For B2C Marketing Professionals

      Report:Digital Natives: A Demographic Overview

      North American Technographics®

      Digital natives have grown up in the age of technology and cannot imagine a life without computers, cell phones, and social networking. Although digital natives may not have large amounts of...

      • Downloads: 157
    • For B2C Marketing Professionals

      Report:Consumers Reviews And Ratings: How Much Are They Worth?

      Forrester Technographics Digital Consumer Community Report, October 2011

      About one in 10 US consumers regularly share information about a product they are either planning to buy or have recently bought. But why, where, and when? Forrester conducted a qualitative study...

      • Downloads: 11
    • For B2C Marketing Professionals

      Report:Digital Moms: A Demographic Overview

      North American Technographics®

      Moms (defined here as US online women ages 18 to 50 who are parents of a child younger than 18 living with them) are much like their non-mom counterparts when it comes to their basic demographics,...

      • Downloads: 333
    • For Customer Experience Professionals

      Report:Case Study: Radboud Hospital Supports Young Cancer Patients With An Online Community

      AYA4 Community Helps Support A More Patient-Centered Experience

      The Dutch Radboud Academic Medical Center recognized a need to strengthen its relationships and better meet the needs of its adolescent and young adult (AYA) oncology patients. Based on the results...

      • Downloads: 329
    • For Customer Insights Professionals

      Report:A Market Insights Professional's Introduction To Competitive Strategy In The Age Of The Customer

      Disruption is coming — is your company ready? Organizations need to realize that their customers want things faster, better, cheaper, and with a higher degree of service, and technology makes...

      • Downloads: 575