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Adriana Waterston

SVP of Insights and Strategy
Horowitz Research

Adriana is a research junkie with a flair for finding the story behind the statistics, teasing the meaning out of the measurement, and revealing the faces behind the facts.  A seasoned quantitative and qualitative market researcher with expertise on consumers and their attitudes towards their media tools, Adriana has moderated hundreds of groups and conducted in-home ethnographic research on a bevy of topics ranging from advertising and marketing effectiveness; media and entertainment consumption; unmet needs in technology and media; pricing and packaging; travel; customer service satisfaction; lifestyles and family dynamics; and brand/corporate image.   Adriana is a thought leader in the media industry, frequently quoted in the trade press and presenting at industry events including the Streaming TV Summit, the Hispanic TV Summit, the NAB, The Cable Show/INTX, the Media Insights and Engagement Conference, ARF (Advertising Research Foundation) events, and others. A Puerto Rico native, Adriana has been named one of the media industry’s “Most Influential Minorities in Cable” by Cablefax Magazine, has received a CTAM TAMI award for her work in multicultural marketing, and received the Agency Executive Award for Research & Measurement at the Diversity Leadership Awards. She co-authored The Practical Guide to Multicultural Marketing, which won the Bronze Global Ebook Awards in the Multicultural Non-Fiction category in 2013.She is also the lead organizer and co-host of the annual Cultural Insights Forum, a New York City event that draws a crowd of over 350 media and advertising executives. Adriana oversees all of Horowitz’s millennial, multicultural and Latino research endeavors.