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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35 results in Reports

  • Roxana Strohmenger
  • For Marketing Leadership Professionals

    Report:Introducing The New Social Technographics®: The First Step Toward Social Success

    Landscape: The Social Marketing Playbook

    For most marketers, the question is no longer whether their customers use social media but rather how best to use social media to interact with those customers. So we've created a new data model...

    • Downloads: 2079
  • For Customer Experience Professionals

    Report:The Forrester Wave™: EFM Vendors, Market Insights Platform Providers, Q3 2011

    IBM SPSS, Globalpark (QuestBack), and Confirmit Lead A Strong, Close Pack

    In Forrester's 76-criteria evaluation of five market-insights-focused enterprise feedback management (EFM) vendors, we found that IBM SPSS; Globalpark, a QuestBack company; and Confirmit led the...

    • Downloads: 817
  • For Customer Experience Professionals

    Report:Introducing Forrester's Next-Generation Customer Experience Index

    Great Customer Experiences Create And Sustain Customer Loyalty

    For the past seven years, Forrester has used its Customer Experience Index (CXi) to benchmark how consumers rated their interactions with hundreds of brands in the US and, more recently, in Europe...

    • Downloads: 879
  • For CMO Professionals

    Report:Measure Brand Resonance With The TRUE Brand Compass

    Landscape: The Brand Experience Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 655
  • For Customer Insights Professionals

    Report:The Mobile Market Research Landscape 2012

    An Overview Of The Different Ways You Can Leverage Mobile In Your Research

    Mobile phones have the ability to capture rich emotional and behavioral insights and uncover connections that may not surface when one leverages traditional research methodologies. This report...

    • Downloads: 695
  • For Customer Insights Professionals

    Report:Are You Ready For Social Market Research?

    Market Insights Professionals Should Assess Their Social Market Research Readiness Level For Embracing And Listening

    Forrester has been tracking the emergence of social market research since 2008, and it is clear that it has reached an inflection point. Social market research is no longer hype and is now a...

    • Downloads: 788
  • For Customer Experience Professionals

    Report:What Drives A Profitable Customer Experience

    The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

    Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of...

    • Downloads: 775
  • For Customer Experience Professionals

    Report:An Overview Of Enterprise Feedback Management Vendors And Their Capabilities

    The Technology Tool That Will Help Market Insights Professionals Bring The Research Data Streams Within The Organization Together

    Companies are in a unique position today: They have an unprecedented ability to collect information about their customers through various channels. However, what has arisen from what one would...

    • Downloads: 740
  • For Marketing Leadership Professionals

    Report:The New Mobile Mind Shift Index

    Analyzing The Appetites Of Your Mobile Customers

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI),...

    • Downloads: 540
  • For Marketing Leadership Professionals

    Report:An Introduction To Latin American Online Consumers

    Latin Americans' active presence in the online world is relatively new. Some consumers in metropolitan cities in countries like Brazil and Mexico have come online, but a digital divide still exists,...

    • Downloads: 711
  • For Customer Insights Professionals

    Report:How Prediction Markets Help Forecast Consumers' Behaviors

    Emerging Market Research Methodology: Prediction Markets Are Your Innovation And Market Assessment Barometer Tool

    Market insights professionals are repeatedly tasked with delivering quick insights that will accurately predict what consumers will do or buy in the future. Traditional research methods do not always...

    • Downloads: 598
  • For Marketing Leadership Professionals

    Report:The Social Technographics® Intensity Matrix Drives Tactical Success

    How To Target Your Audience's Favorite Social Behaviors And Sites

    In 2013, Forrester introduced two new data models — the Social Technographics® Score and the Social Technographics Intensity Matrix — to help you better understand your audiences'...

    • Downloads: 404
  • For Customer Insights Professionals

    Report:How Using Neuroscience Techniques Can Help Understand The Consumer's Mind

    Emerging Market Research Methodology: Neuroscience Techniques Can Clarify And Support Market Research Decisions

    Market insights professionals are tasked with understanding how consumer preferences and emotions play a role in their decisions and influence their choices. However, these factors typically occur...

    • Downloads: 456
  • For Customer Insights Professionals

    Report:Best Practices: Combining Mobile Behavioral Tracking Studies With Qualitative Insights

    Seven Best Practices For Successfully Using A Market Research Online Community For Behavioral Tracking

    Several market research online community (MROC) providers and client-side researchers are pushing the envelope with their communities and panels, using them as a platform for testing emerging...

    • Downloads: 309
  • For Customer Insights Professionals

    Report:End-Of-Life: The Forrester Wave™ EFM Satisfaction And Loyalty Solutions

    After evaluating two categories of enterprise feedback management (EFM) vendors in Q3 2011, Forrester will no longer cover the vendor market landscape in the same way. This report explains why the...

    • Downloads: 211
  • For Customer Insights Professionals

    Report:End-Of-Life: The Forrester Wave™ EFM Vendors, Market Insights Platform Providers

    After evaluating two categories of enterprise feedback management (EFM) vendors in Q3 2011, Forrester will no longer cover the vendor market landscape in the same way. This report explains why the...

    • Downloads: 175
  • For Marketing Leadership Professionals

    Report:Brief: The Social Users You Want To Reach Are On Mobile

    With more than a billion monthly active users, Facebook has one of the largest mobile audiences in the world. There's no doubt that Facebook has disrupted the app marketing space by becoming a key...

    • Downloads: 213
  • For Marketing Leadership Professionals

    Report:Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much

    A Technographics® Data Essentials Document

    This Data Essentials report highlights the extent to which young Hispanic consumers are outpacing non-Hispanics in their use of mobile phones. Forrester's North American Technographics® Youth...

    • Downloads: 163
  • For Marketing Leadership Professionals

    Report:Understanding The Barriers To Technology Adoption Among Spanish-Dominant US Hispanic Consumers

    A Technographics® Data Essentials Document

    With an estimated 49 million Hispanics living in the US and a projected buying power of 1.4 trillion by 2013, it is clear that market research professionals need to pay special attention to the...

    • Downloads: 174
  • For Marketing Leadership Professionals

    Report:Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

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

    Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the...

    • Downloads: 161
  • For Customer Insights Professionals

    Report:How To Plan For Mobile Online Survey Takers

    Mobile market research is a growing topic of conversation among market insights professionals. However, one aspect of mobile that is not often discussed but that has significant data implications for...

    • Downloads: 217
  • For Marketing Leadership Professionals

    Report:Understanding The Changing Needs Of Online Consumers In Latin America

    Latin American Consumer Technographics®

    Over the past couple of years, Latin America has risen on many global companies' priority lists of new markets to focus on and understand. Given the meteoric rise of social networks like orkut and...

    • Downloads: 141
  • For Marketing Leadership Professionals

    Report:Understanding Latin American Online Consumers

    Forrester recently launched its Latin American Technographics® research to help companies understand the emerging offline and online trends of consumers in Brazil and Mexico. This report is...

    • Downloads: 113
  • For Marketing Leadership Professionals

    Report:Take Advantage: Latin American Consumers Are Willing Co-Creators

    Latin Americans love social media, and it's important for organizations to realize that their use of it is not exclusive to entertaining themselves or connecting with family and friends. It also...

    • Downloads: 74
  • For Customer Insights Professionals

    Report:A Month In The Life: How UK SuperConnecteds Use Their Mobile Phones

    Technographics® UK Mobile Behavioral Tracking Study, Q4 2011

    Mobile usage has exploded. To develop effective mobile strategies and succeed in this new customer-obsessed mobile world, companies must understand how consumers are using their mobile phones. While...

    • Downloads: 61