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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12 results in Reports

  • Reineke Reitsma
  • Multichannel Customer Experience
  • For Marketing Leadership 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: 69
  • For Marketing Leadership 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: 95
  • For Marketing Leadership 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: 63
  • For Marketing Leadership 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: 61
  • For Marketing Leadership 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: 72
  • For Marketing Leadership 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: 110
  • For Marketing Leadership 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: 81
  • 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: 340
  • For eBusiness & Channel Strategy Professionals

    Report:How The Net Is Influencing European Offline Sales

    For the past decade or so, an increasing number of European consumers have been relying on the Internet to provide them with information on products and services. Today, more than half of the...

    • Downloads: 156
  • For Marketing Leadership Professionals

    Report:Technographics® Insight: Social Technographics In Poland

    This Technographics Insight takes a look at Social Technographics in Poland. It examines the importance of understanding the impact of social computing activities on companies.

    • For Marketing Leadership Professionals

      Report:Technographics® Insight: Which Europeans Use New Customer Service Methods?

      This Technographics Insight takes a look at the customer service methods Europeans like and use. It examines more particularly the methods consumers use to contact their main mobile phone operator.

      • Downloads: 4
    • For eBusiness & Channel Strategy Professionals

      Report:European Retailers Still Need To Offer Multiple Online Payment Methods

      In 2006, 56% of European Net users regularly shopped online but not all of them made their payments online. European online shoppers continue to use a mix of online and offline payment methods to buy...

      • Downloads: 315