Multicultural.com is the home of Multicultural Marketing Resources (founded by Lisa Skriloff in 1994) and is a marketplace for companies and agencies to find resources, make connections, promote their programs and services and interact with each other and us.

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Adriana Waterston

Horowitz Research
Executive Vice President and Insights & Strategy Lead
914-325-4516
adrianaw@horowitzresearch.com
https://www.horowitzresearch.com/
1425 Greenway Drive, Suite 300, Irving, TX 75038

As Executive Vice President and Insights & Strategy Lead for Horowitz Research, the multicultural division of M/A/R/C Research, Adriana provides research and insights to inform the development of their clients’ programming, distribution, marketing, advertising, branding, and positioning strategies to reach and resonate with America’s Hispanic/Latinx, Black, Asian, Gen Z, LGBTQIA+, and international audiences, among other diverse segments.

Adriana is passionate about research, particularly in conducting qualitative research among consumers. She has a flair for finding the story behind the statistics, teasing meaning out of metrics, and revealing the faces behind the facts. A thought leader in the diversity space, Adriana has served clients in media and entertainment, telecom and technology, travel and hospitality, beauty and personal care, CPG, retail, toys, education, not-for-profit, and more. She has managed countless multicultural research studies, moderated thousands of focus groups, visited hundreds of households as part of ethnographic research projects, and authored numerous research reports and white papers.


Speeches & Topics

Multicultural Best Practices
Diversity, Equity, & Inclusion (DEI)
Latinx Consumer Insights
Black Consumer Insights
Asian Consumer Insights
Media Industry Trends (TV, radio, streaming, social media)
Gen Z
LGBTQIA+
Multicultural Kids
Qualitative Research
Quantitative Research
Consumer Insights
Cultural Insights