Roxana Strohmenger

VP, CX Index

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The Canada Customer Experience Index For 2016, Part 2: Emotion Holds The Key To CX-Fueled Loyalty

Roxana Strohmenger October 5, 2016

Last week, my colleague Rick Parrish discussed the stagnation in CX for Canadian brands from our Canada 2016 Customer Experience Index™. In this post, I’ll explore another big finding from our research: The way an experience makes customers feel has a bigger influence on their loyalty to a brand than the effectiveness or ease of the experience. […]

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The US Customer Experience Index For 2016, Part 3: Emotion Holds The Key To CX-Fueled Loyalty

Roxana Strohmenger August 5, 2016

Over the past two weeks, my colleagues Harley Manning and Rick Parrish have discussed the rising tide of CX quality, stagnation among top brands, and CX-fueled digital disruption in the results of our US 2016 Customer Experience Index™. In this post, I’ll explore another big finding from our research: The way an experience makes customers feel has a […]

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How Much Are Bad Customer Experiences Hurting Your Business? Forrester’s CX Index™ Knows

Roxana Strohmenger April 2, 2015

We have all experienced it — a bad customer experience. Websites like Consumerist.com describe in empathy-inducing detail the “turmoil” that consumers experience, whether it be a customer having tape-recorded proof of a promise of service but the company stating they made no such promise or a company cancelling thousands of reward accounts due to insufficient proof of […]

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Calculating Brand Resonance: Introducing Forrester’s TRUE Brand Compass Framework

Roxana Strohmenger July 15, 2013

We live in a world filled with technology-empowered consumers who have access to more information on brands than ever before. Armed with this information, they are telling brands where, when, and how they want to engage. This new world has sent marketers and the brand’s they support into a tailspin — they are losing control […]

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Thoughts from ARF: Rethink 2013 — It’s Time To Stop Talking And Start Doing

Roxana Strohmenger March 21, 2013

  If you read my blog regularly, it should come as no surprise that I am an ardent fan of using mobile devices — whether mobile phones or tablets — for market research purposes. I have discussed how consumers are already forcing our hand into the world of mobile and that market insights professionals are not […]

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Our World Is Already A Mobile World, But Is Your Research Mobile?

Roxana Strohmenger November 19, 2012

At Forrester, we believe that 2012 is an inflection point for mobile market research. Specifically, 2012 will be considered the “big bang” for a new era in market research — one in which mobile devices will become a critical vehicle to connect, engage, and subsequently understand the consumer. As such, we have recently published two […]

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Learning The ABCs Of Storytelling — Focus On The Conflict

Roxana Strohmenger November 15, 2012

I am now back from attending this year’s The Market Research Event (TMRE) in beautiful Boca Raton, Florida. As always, TMRE produced a content-packed program that addressed a multitude of different topics, ranging from mobile and technology to shopper insights to ROI and measurement and even data analytics and big data. While I attended my fair […]

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Innovative Methodology: Companies Are Seeing The Value In MROCs

Roxana Strohmenger October 5, 2012

My colleague Lindsey Colella and I attended the Vision Critical Summit in New York this week and were inspired by how market insights professionals are truly embracing the value of market research online communities (MROCs). Among the emerging and innovative methodologies, this is the one that we are seeing gaining significant traction: The Greenbook Research Industry Trends […]

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Our Take: What The Recent M&A Activity In The Enterprise Feedback Management (EFM) Space Means For The Market Research Industry

Roxana Strohmenger August 29, 2012

  Over the past two weeks, the EFM vendor landscape has heated up once again with a round of mergers and acquisitions. Last year, we saw the mergers between Vovici and Verint and Globalpark and QuestBack. Now we have news of SMG and Locately (August 16) and Confirmit and CustomerStat from MarketTools (August 22). These mergers […]

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Innovative Methodology: My Experience With Mobile Behavioral Tracking Data

Roxana Strohmenger July 11, 2012

As an analyst, my job is to examine the emerging research methodology landscape and see what trends are evolving and how market insights professionals are leveraging and integrating these new techniques into their research toolkit. While this type of research is extremely enjoyable, every now and then I am lucky enough to be able to […]

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Innovative Methodology: Incorporating Location Analytics Into Your Research

Roxana Strohmenger May 24, 2012

  This shouldn’t come as a surprise, but I love talking about cool, emerging, and innovative research methodologies. Over the past two years, I have been focusing a lot of my time on researching these techniques and have written several blog posts on this topic. For example, how prediction markets can help determine which concepts […]

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Latin Americans’ Love Affair With Social Extends To Mobile Phones

Roxana Strohmenger March 14, 2012

In 2009, we started the Latin American Technographics® product to understand how emerging Latin American markets like Brazil and Mexico are adopting and using technology. During this time, we have seen some very cool findings with respect to social media and social tools. We found that: Latin Americans are voracious consumers of social media and are […]

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Hello Mobile Market Research. Where Have You Been? What Took You So Long?

Roxana Strohmenger January 10, 2012

My colleague Reineke Reitsma and I have been championing mobile market research for quite some time. In fact, we published the first Forrester report on this emerging and innovative methodology back in 2009. In the report, Reineke wrote about the value of its mobility and flexibility to gather insights into consumers’ behavior anytime and anywhere. And for […]

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Our Take: What The Verint-Vovici Merger And QuestBack-Globalpark Merger Mean For The Market Insights Professional

Roxana Strohmenger August 2, 2011

The past three weeks have been quite busy within the enterprise feedback management (EFM) vendor landscape, with two major acquisitions. The first occurred on July 19th between Verint and Vovici; the second was announced today between QuestBack and Globalpark. These mergers make sense and are in line with how I see the EFM vendor landscape […]

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Wake Up! You Need To Be Thinking About Mobile Market Research Now

Roxana Strohmenger July 21, 2011

July has been a “sizzling” month so far, and I don’t just mean the weather. Although its pretty hot and humid here in Miami, the market research world has been burning up with talk about mobile market research over the past three weeks. First, we kicked off the month with a debate I moderated about […]

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Social Co-Creation Is A Valuable Opportunity For Companies With A Latin American Presence

Roxana Strohmenger June 7, 2011

It’s been almost a year since I wrote Latin American Social Technographics® Revealed, which demonstrated this group of consumers’ voracious love of social media. In that report I highlighted how this high level of social engagement is not exclusive to just entertaining themselves or connecting with family and friends. In fact, it also extends to […]

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Our Take: What e-Reward’s Acquisition Of Conversition Means For The Market Research Industry

Roxana Strohmenger May 11, 2011

Late last night the market research vendor landscape became a little more consolidated with the announcement that e-Rewards reached an agreement to acquire Conversition Strategies. This is not the first, nor probably the last, move that e-Rewards will take in growing a versatile offering in the market research industry. In 2009, e-Rewards, acquired UK-based online panel provider […]

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Summarizing The TDMR Event: Very Exciting Methodologies, Great Case Studies, But How Can We Take It From Here?

Roxana Strohmenger May 5, 2011

Earlier this week, I was in “tech geek” heaven because I had the opportunity to participate in IIR’s Technology Driven Market Research Event (TDMR) in Chicago. The purpose of the conference was to showcase how technology has generated new ways for market insights professionals to connect with and understand consumers. Over the course of the two […]

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Cool Tools: How Emerging And Innovative Methods Can Help You Understand Your Consumer

Roxana Strohmenger March 15, 2011

There are only three weeks left until Forrester’s Marketing Forum, and the excitement surrounding this event is growing exponentially. Our focus this year is on how companies must radically shift their marketing practices to account for the myriad of new methods and media that people use to engage with a company and its brands and […]

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How Enterprise Feedback Management Can Help Market Insights Professionals Manage Data And Information Overload

Roxana Strohmenger March 2, 2011

Companies are in a unique position today, as they have an unprecedented ability to collect information about consumers through various channels and thus create rich and deep profiles of their target customers. However, what is considered a goldmine of information has actually highlighted many pain points, including:  Consumers are being bombarded with multiple surveys across […]

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