Gina Fleming

Manager, Data Science

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Forrester’s Annual Benchmark On The State Of US Consumers And Technology In 2017 Is Here!

Gina Fleming June 28, 2017

Forrester’s annual report on the State of Consumers and Technology: Benchmark 2017, US reveals the most important consumer technology trends that marketers need to know. Since 1997, Forrester has surveyed more than three million households worldwide. And during the latter half of that time, we have published an annual benchmark report that reveals the impact […]

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The Data Digest: Forrester's Consumer Privacy Segmentation

Gina Fleming January 24, 2017

Earlier this year, researchers at York University conducted an experiment to see how many people respond to privacy policies when signing up to a fictitious social networking service. During the experiment most participants just accepted the terms – unknowing they just agreed to give up their first-born child. When asking people directly, Forrester’s Consumer Technographics data […]

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Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2016

Gina Fleming August 24, 2016

In 2016, consumers of all ages are extremely connected — the average US online adult uses more than four connected devices, three-quarters use a smartphone and more than half use a tablet. Forrester’s annual report on the State of Consumers and Technology: Benchmark 2016, US reveals the most important consumer technology trends that marketers need […]

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The Data Digest: Forrester's Social Technographics 2016

Gina Fleming August 3, 2016

To build a successful social media program you need to understand your audience’s social media behaviors and preferences. We just released our 2016 results for Forrester's Social Technographics model, and it does just that. It shows how important social should be in your marketing plans based on how important social tools are in your customers’ life cycle. […]

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Data Digest: Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2015

Gina Fleming September 28, 2015

In 2015, consumers of all ages are extremely connected — the average US online adult uses more than four connected devices, and 70% use a smartphone. Marketers today want to know who the early adopters are, how far behind the laggards are, and what types of technologies they need to incorporate into their marketing and […]

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The Data Digest: Forrester’s Next-Generation CX Index Reveals Why Customer Experience Is Important For Telecom Companies

Gina Fleming June 17, 2015

Having lived in a number of cities throughout the years, I have faced the typical problems of the cable customer — a limited number of providers and little ability to switch. And over and over again, I’ve been frustrated and disappointed by the customer experience (CX) I’ve received from these cable companies. I’m not alone: […]

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Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2014

Gina Fleming January 16, 2015

As the importance of technology to consumers continues to grow, pretty much anyone working for a company that wants to improve their customer experience needs to understand consumers’ technology behaviors. Questions companies ask include: “How did US consumers’ technology use change in 2014?” “Who are the early adopters of wearable devices?” “Are older adults using […]

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My Highlights from EmTech MIT hosted by MIT Technology Review 2014

Gina Fleming September 24, 2014

Yesterday, I had the pleasure of attending EmTech MIT hosted by MIT Technology Review. It was inspiring, exciting and motivating to see the innovators of today give us a glimpse of the emerging technologies that will influence the future. The event was especially fascinating for me because as a consumer insights analyst at Forrester Research, […]

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The Data Digest: Introducing Forrester’s Consumer Healthcare Segmentation

Gina Fleming July 11, 2014

The age of the customer coupled with the onset of the Patient Protection and Affordable Care Act (a.k.a. "Obamacare") means that many new customers will enter the US health insurance market. One outcome of the legislation is an opportunity for health insurance marketers to acquire new customers and engage existing customers — and Forrester wants to […]

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Forrester Releases The Annual State of Consumers And Technology 2013, US Report

Gina Fleming January 29, 2014

We just published our annual report on The State Of Consumers And Technology: Benchmark 2013, US. This data-rich report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for consumers’ level of technology adoption, usage and attitudes. Our annual benchmark report is based on Forrester's Technographics® […]

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The “Facebook Factor”—What You Need to Know About Youth Social Media Marketing

Gina Fleming September 19, 2013

It's been more than a year since Forrester published its original Facebook factor report, which quantified the impact of a Facebook fan on brand interactions for US online adults, and social media has only become a bigger part of consumers’ online experience. Social media is engrained in the lives of US consumers, and we found […]

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Highlights From The Insight Innovation Exchange Conference

Gina Fleming June 27, 2013

  Last week, I had the pleasure of attending the Insight Innovation Exchange conference in Philadelphia. There were many vendors that offered solutions to many common challenges that market researchers face. One common theme I noticed was the challenge for market researchers to make sense of big data. Yes, big data has become something of a […]

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Highlights From The Future Of Consumer Intelligence Event

Gina Fleming May 21, 2013

Last week, I had the pleasure of attending the Future of Consumer Intelligence conference in San Francisco. This week, when I reflect back on the conference topics and energy, I realize how fitting San Francisco was as the location of the event: Much like the essence of the city itself, the conference speakers and attendees […]

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Getting The Most Bang For Your Marketing Buck: Introducing Forrester’s Touchpoint-Impact Framework

Gina Fleming April 9, 2013

As a marketer, have you struggled to identify the channels and information sources that will give you the most bang for your marketing buck? My colleague Cory Munchbach and I have just published a report — “Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase” — that tackles this issue through the lens of the customer […]

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“The State Of Consumers And Technology: Benchmark 2012, US” Shows How Consumers Connect

Gina Fleming December 19, 2012

I am delighted to announce that our annual report on The State Of Consumers And Technology: Benchmark 2012, US is now available. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers have changed over the years. For those of you who […]

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Navigating How To Win With US Banking Customers

Gina Fleming October 22, 2012

Recently, Forrester released a report entitled “What Drives Retention and Sales In US Banking?” that tackles this question from the consumer point of view. Using regression analysis, we uncover how these drivers vary for acquisition, retention, and cross-selling in US retail banking. What did we find? For one thing, consumers value trustworthiness from a bank […]

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For Consumers, ”Being Online” Is Becoming A Fluid Concept

Gina Fleming October 17, 2012

Consumer behavior is changing even more rapidly than you might think. In the past couple of weeks, my colleague Samantha Jaddou and I have been analyzing the data for the US version of our annual global series, “Understanding The Changing Needs Of Consumers.” We are seeing not only a decline in the number of US […]

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A New Shopping Arena For Consumers

Gina Fleming August 27, 2012

For consumers today, online and mobile channels have become an integral part of the shopping experience — for both researching and purchasing products and services. In their transition to agile commerce, companies must understand how consumers are interacting and using multiple touchpoints to research, transact, and get service. Our recent report Segmenting Buyers: Introducing Super Buyers, […]

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Facebook Data . . . Oh, The Possibilities For Marketers!

Gina Fleming August 1, 2012

  Recently, there has been concern over privacy regarding data on Facebook. Since the recent Facebook IPO, many people have been wondering if the company is facing pressure to find a new source of revenue. The question in many people’s minds is whether it will come from advertising and/or other sources — or whether Facebook […]

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The Data Digest: Digital Seniors

Gina Fleming June 8, 2012

Does your brand include Seniors (those ages 65+) in its digital marketing strategy? It should. Here’s why. Forrester recently published a demographic overview of Digital Seniors, and the findings are suggestive: 60% of US Seniors are online — that’s more than 20 million online Seniors in the US. How are US Seniors using the Internet […]

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