Horowitz Research

Horowitz Research Horowitz Research is a full-service consumer insights agency with a mission for delivering insights that inspire change.

In a recent case study with a major grocery retailer, we explored how diverse consumers experience product offerings and...
09/03/2026

In a recent case study with a major grocery retailer, we explored how diverse consumers experience product offerings and brand messaging. The research revealed clear opportunities to better connect with customers through more relevant products, communications, and experiences.

Because when customers feel seen, businesses perform better.

Read the case study to find out more. ⬇️

Nearly 63 million Americans tuned in to the 2026 FIFA World Cup Final, reflecting more than just record-breaking viewers...
07/30/2026

Nearly 63 million Americans tuned in to the 2026 FIFA World Cup Final, reflecting more than just record-breaking viewership. The tournament demonstrated the growing influence of multicultural audiences and the expanding role of streaming in live sports.

Before the tournament began, Horowitz Research identified key viewing trends that would shape the fan experience. Our latest analysis explores how those predictions played out and what they mean for the future of sports media, advertising, and audience engagement.

Read Full Press Release: https://www.horowitzresearch.com/press-releases/2026-fifa-world-cup-viewing-trends/

We're proud to celebrate our own Adriana Waterston, Executive Vice President of Insights Strategy, on being recognized a...
07/21/2026

We're proud to celebrate our own Adriana Waterston, Executive Vice President of Insights Strategy, on being recognized as one of Promena's 2026 Top 25 Leaders of Impact.

Adriana's passion for helping organizations better understand today's consumers and transform insights into meaningful business strategies continues to make an impact across our industry. This recognition is a testament to her leadership, expertise, and dedication.

Congratulations, Adriana, on this well-deserved honor!

Multicultural consumers are driving change across the automotive industry, making deeper consumer insights more importan...
07/20/2026

Multicultural consumers are driving change across the automotive industry, making deeper consumer insights more important than ever.

See how Horowitz Research partnered with a leading automaker to better understand the demographic, psychographic, and purchase behaviors of multicultural new car buyers.

Explore our custom research solutions: https://www.horowitzresearch.com/

Understanding multicultural consumers requires more than demographic data. It requires deeper insight into attitudes, be...
07/16/2026

Understanding multicultural consumers requires more than demographic data. It requires deeper insight into attitudes, behaviors, and decision-making.

See how Horowitz Research partnered with a leading automaker to deliver actionable insights that informed marketing strategy and audience engagement.

Learn more about our custom research capabilities: https://www.horowitzresearch.com/

Consumers have embraced smart home technology, but they're also asking for something simple: less complexity.According t...
07/14/2026

Consumers have embraced smart home technology, but they're also asking for something simple: less complexity.

According to our 2026 Subscriptions study, many smart homeowners want better support, centralized control, and a more seamless experience across their connected devices.

As smart home adoption continues to grow, the brands that reduce friction, not just add features, will be best positioned to build long-term customer loyalty.

Read Full Press Release: https://www.horowitzresearch.com/press-releases/smart-home-adoption-challenges/

The 2026 FIFA Men's World Cup is one of the biggest global sporting events, but understanding who is watching is just as...
07/07/2026

The 2026 FIFA Men's World Cup is one of the biggest global sporting events, but understanding who is watching is just as important as knowing how many are watching.

Our latest research shows there is no single "Latinx Gen Z viewer." While 61% plan to watch the tournament, viewing preferences vary by language, platform, and where fans choose to watch. These differences highlight the importance of moving beyond assumptions to truly understand multicultural audiences.

At Horowitz Research, we help organizations uncover the consumer insights that lead to more informed, audience-first marketing strategies. If your team is thinking about multicultural marketing, sports media, streaming, or evolving consumer behavior, we'd love to connect.

Schedule a conversation with Adriana Waterston to explore how our research can help your team better understand the audiences you serve: https://bookings.cloud.microsoft/bookwithme/user/19b6735b91ed4ddf8932b5d0f0746e7a%40horowitzresearch.com?anonymous&ismsaljsauthenabled

Understanding multicultural consumers requires more than translation, it requires strategy backed by data.In this case s...
05/28/2026

Understanding multicultural consumers requires more than translation, it requires strategy backed by data.

In this case study, Horowitz Research helped a leading pest control provider uncover actionable insights to better connect with Hispanic/Latinx homeowners across key markets, helping shape customer acquisition, marketing, and in-language engagement strategies.

Explore how Horowitz Research can support your growth strategy: https://www.horowitzresearch.com/contact/

Asian consumers continue to be among the earliest adopters of digital platforms and social trends, making social media a...
05/21/2026

Asian consumers continue to be among the earliest adopters of digital platforms and social trends, making social media a critical space for brands looking to build meaningful engagement.

In a recent article by Joyce Williamson, Director of Research at Horowitz Research, our latest FOCUS Asian study reveals that more than half of Asian consumers say social media is now a primary way they discover new brands and products, and 37% have made a purchase directly from social media in the past month.

Read the full article: https://multicultural.com/newsletters/multicultural-marketing-news-may-is-asian-pacific-american-heritage-month-3/

We’re incredibly proud to celebrate Adriana Waterston on being named a Cable TV Pioneer.Throughout her career, Adriana h...
05/14/2026

We’re incredibly proud to celebrate Adriana Waterston on being named a Cable TV Pioneer.

Throughout her career, Adriana has helped shape the media and entertainment industry through groundbreaking multicultural research, strategic leadership, and advocacy for diverse audiences. From pioneering some of Horowitz Research’s earliest Hispanic, Black, and Asian consumer studies to leading industry conversations at conferences and events across the country, her impact on the cable and media landscape has been undeniable.

Her leadership has helped brands, networks, distributors, and organizations better understand and connect with multicultural consumers while continuing to push the industry forward.

Please join us in congratulating Adriana on this well-deserved recognition and celebrating her continued contributions to the future of media and entertainment.

A special thank you to Joseph Schramm for the nomination and recognition of Adriana’s contributions to the cable and media space.

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