Forrester Research

Analyst's Photo	Name and Title	Contact information
	Roxana Strohmenger Analyst

Research Coverage

Consumer Market Segmentation, Consumers By Geography, Consumers in Latin America, Global Consumer Technographics, Latin American Consumer Technographics, Market Research, Market Research Best Practices, Market Research Case Studies, Market Research Segmentation, Market Research Tools, Market Research Vendors, Marketing & Advertising, New Market Research Strategies, Sales, Marketing, & Product Strategy, Social Technographics, Technographics Segmentation

Research Focus

In her role as an analyst, Roxana advises Market Insights Professionals on technology's impact on the market research industry. She tracks emerging and innovative research methodologies, such as social market research, mobile research, neuroscience, and prediction markets, and helps clients understand how to incorporate them into their research mix and combine them with traditional research methods. In addition, she focuses on understanding how technology tools like enterprise feedback management can create organizational efficiency in collecting quality data and integrating multiple data sources into coherent, actionable solutions. She is also an expert on Latin American consumer behavior and technology adoption and is responsible for managing Forrester's Latin American Technographics® research. She frequently advises clients on entering the Latin American market, understanding Latin American consumer segments, and increasing their visibility in this fast-changing region.

Roxana has spoken at numerous Forrester events and market research focused conferences, such as the Technology Driven Market Research Event and Merlien Institute's Market Research in the Mobile World Conference. In addition, she has spoken at several conferences specializing on understanding the Latin American market, including ESOMAR's Latin American conference, Portada's Pan-Regional Advertising and Media Summit, and Ciab FEBRABAN. Her research has been cited in AdAge, the UK's Research, and was also highlighted in the book Latino Link: Building Brands Online with Hispanic Communities and Content.

Previous Work Experience

During her five years at Forrester, Roxana has specialized in advising research and clients on sound survey design and data collection methodologies and on using advanced analytic tools on our Consumer Technographics data as well as on custom research surveys. Prior to her current role, Roxana 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.