/Roy Eduardo Kokoyachuk

About Roy Eduardo Kokoyachuk

Roy is a Managing Partner at ThinkNow Research. He started his career at Warner Bros. Media Research. A desire to pursue multicultural market research full-time led him to join a full service Hispanic & multicultural market research company, in 2003 as Vice President of Advertising Research. He became Executive Vice President in 2006 and opened an operations center in Tijuana, Mexico and directed the company’s entry into online research. In 2009 he initiated the creation of the first nationally representative opt-in market research panel of U.S. Hispanics - CadaCabeza. This panel broke new ground in panel building by focusing on the recruitment of Spanish speaking Hispanics as well as the English speakers typically found on online panels. He co-founded ThinkNow Research to further pursue his passion for multicultural consumer insights.

How Does Market Research Stay Relevant In A Big Data World?

Big data is one of the newest buzzwords to captivate brands and agencies attempting to infuse their marketing campaigns and innovation strategies with fresh insights. But as with most buzzwords, the concept behind them isn’t new. Big data has been around for over a decade. But the influx of venture capital and subsequent startups in the MarTech and AdTech spaces harnessing big data is starting to reach a fever pitch.

#QualOnTheStreet: ThinkNow Drive™ Auto Buying Trends & Habits

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Our latest market research study, ThinkNow Drive™ reveals what’s driving automobile buying trends and habits among Total Market consumers. Watch as our street team takes over The Fade Factory Barber Shop in Burbank, CA. Learn what drives car purchases and the adoption of autonomous tech.

Does Geography Override Inherited Culture?

How Hispanic Attitudes Towards Family Influence Hispanic Advertising There was a time when nearly all U.S. Hispanics could be found in the West and Southwest. Now, the fastest growing Hispanic populations are in North Carolina and Georgia. Midwestern States, such as Iowa, have experienced triple-digit Hispanic population growth over the past fifteen years. In market research, we often use someone’s inherited race and culture as a way of predicting their preferences and behaviors. Does this approach still have value at a time when cultural groups are now dispersed across the country?

Gen Z May Finally Close the Hispanic and African-American Educational Gap

Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.

Hispanic Fandom Breathes New Life Into Major League Baseball

Anyone who has ever attended a sporting event in Latin America can attest to the passion of Hispanic fandom. The songs, chants, dances, banners and other traditions are similar to fan behavior elsewhere but with the intensity dialed way up. In the U.S., Hispanic buying power recently surpassed Mexico’s entire GDP. When you add the fact that Hispanic consumer confidence is increasingly positive moving into 2017, you get a perfect storm of opportunity for U.S. sports leagues and franchises to harness Hispanic fan loyalty to elevate the entire industry.

ThinkNow Pulse™ Total Market Consumer Sentiment Report: Qualitative Insights

For many Americans, the current political climate is distressing, but not disruptive to their day to day lives. But for the 55 million Hispanics that currently call the United States, home, that isn’t the case. Donald Trump launched his presidential campaign with an attack on Hispanic immigrants. Now that he’s in office, the conversation on immigration has erupted into a maelstrom of ignorance and intolerance. At ThinkNow, we were curious as to how President Trump’s leadership and the resulting chain of events, thus far, has affected U.S.

[Video] ThinkNow Pulse™ 2017 Hispanic Consumer Sentiment Study

Our recent online survey, ThinkNow Pulse™ Hispanic Consumer Sentiment, tracked trends and household finances among U.S. Hispanics and non-Hispanics, ages 18-64. The study revealed some interesting facts on household finances and consumer spending projections for the year.

ThinkNow Gen™ We Are Gen Z: We Are Shoppers Report

African-American Gen Z Shoppers Discover Brands Online But Purchase In-Store While Millennials still get the lion’s share of attention, Gen Z, the demographic cohort nipping at the heels of their older siblings, are beginning to take center stage. Known as the Plurals, Founders, or the iGeneration, Gen Z consumers may be setting their own rules, somewhat, but because of their age, still look to their parents and friends to make purchase decisions.

What’s So Different About Minority Owned Businesses?

Since we’ve launched our Minority Owned B2B Online Panel, I’ve heard that question a lot. What’s so different about minority-owned businesses that we need a separate panel for them? There’s an assumption that your client doesn’t need to include minority-owned business sample in their research because the standard B2B sample fairly represents the business landscape. That’s simply untrue. Minority-owned businesses certainly share similarities with general market businesses. However, minority business owners face unique challenges that may have a negative impact on their ability to fully scale their businesses.

Remember: Election Results Are Not Marketing Results

What to focus on in 2017 for Multicultural Marketing There has been a lot of hand-wringing in the marketing community since the presidential election – especially among multicultural marketers or those targeting constituencies viewed to have ‘lost’ in the recent match-up. When we woke up on November 9th it appeared that the world had shifted and the idea that the U.S. was becoming a more multicultural, diverse, and inclusive nation was somehow invalidated.