Adriana Waterston

About Adriana Waterston

Adriana Waterston is EVP, Horowitz Research division of MARC Research, leading Insights & Strategy for the company. Adriana is a recognized expert on the U.S. Latinx and multicultural market. She is often quoted in the trade and consumer press including USA Today, Forbes, and the New York Times and a frequent speaker at industry events and conferences. Adriana has been named one of the industry’s “Most Influential Minorities in Cable” and a Voices of Impact by Cablefax Magazine, has received two CTAM TAMI awards for her work in multicultural marketing, and won the prestigious Wonder Woman of Cable Award in 2024. In addition, on behalf of Horowitz, Adriana accepted the Rafael Eli Award for Corporate Pioneer in Hispanic Television at the 2023 Hispanic TV Summit for work the company has done in the Hispanic TV space over the two decades of her leadership.A seasoned quantitative and qualitative market researcher, Adriana handles project management for select clients, and oversees all the company’s multicultural and Latinx research endeavors. She has particular expertise in ethnographic research, focus group moderation, and one-on-one interviewing. Over the years, she has moderated hundreds of groups, conducted in-home ethnographic research, and designed Online Research Communities on a bevy of topics ranging from traditional and new media and entertainment consumption; programming/channel evaluation; category assessments/unmet needs; pricing and packaging; travel; advertising effectiveness; marketing communications effectiveness; customer service satisfaction; lifestyles and family dynamics; and brand/corporate image. A fully bilingual moderator and ethnographer, Adriana has particular expertise with research among Spanish-dominant, bilingual and English-oriented Latinx in addition to “general market” consumers.

Experience

1. EVP

   M/A/R/C Research

   May 2023 — Present

Education

• Brandeis University

  B, European Cultural Studies; minor in Italian Language and Literature

  1986 — 1990

Skills

• Focus Group Moderation
• Hispanic Market Consulting
• Public Speaking
• Media Interviews
• Online Research Communities
• Quantitative Research
• Television
• Marketing
• Strategy
• Leadership
• Sales
• Interviews
• Public Relations
• Crm
• Community
• New Business Development
• Marketing Strategy
• Ethnography
• Research
• Digital Marketing
• Management
• Multicultural Marketing
• Advertising
• New Media
• Business Development
• Online Advertising
• Business Insights
• Marketing Communications
• Customer Insight
• Strategic Partnerships
• Positioning
• Press Releases
• Marketing Research
• Project Management
• Market Research
• Digital Media
• Publishing
• Multi-Channel Marketing
• Nonprofits
• Qualitative Research