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Adriana Waterston

Cultural Insights Thought Leader. Latinx Market Expert. Qualitative and Quantitative Market Research Practitioner. Public Speaker. Author. Puertorriqueña. 2024 Wonder Woman Awardee!

Adriana Waterston is the Executive Vice President and head of Insights & Strategy at Horowitz Research, a division of MARC Research, specializing in the U.S. Latinx and multicultural market.

She is a well-known figure in the industry, frequently quoted in publications like USA Today, Forbes, and the New York Times, and is a sought-after speaker at industry events.

Adriana has been recognized for her contributions, being named one of the 'Most Influential Minorities in Cable' by Cablefax Magazine and receiving CTAM TAMI awards for multicultural marketing.

Her expertise lies in quantitative and qualitative market research, with a focus on areas such as ethnographic research, focus group moderation, and one-on-one interviews.

Adriana's bilingual proficiency allows her to conduct research among Spanish-dominant, bilingual, English-oriented Latinos, and general market consumers adeptly.

She was instrumental in Horowitz Research receiving the Rafael Eli Award for Corporate Pioneer in Hispanic Television at the 2023 Hispanic TV Summit.

Adriana manages project management for select clients and oversees all multicultural and Latinx research initiatives for the company.

She holds a Bachelor's degree in European Cultural Studies with a minor in Italian Language and Literature from Brandeis University and is a seasoned market researcher with a rich professional history.

Adriana Waterston
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Location

New Rochelle, New York, United States