Our multicultural insights empower companies and brands with the tools to effectively understand and engage diverse audiences

Roy Eduardo Kokoyachuk is Co-Founder and Principal of ThinkNow. Before co-founding the agency, Roy held executive leadership positions at Warner Bros. Media Research and Garcia Research Associates, successfully launching the firm’s online market research program and opening several market research operation centers in the U.S. and Mexico.

Roy has conducted ground-breaking studies on Hispanic cultural values and advertising effectiveness as well as a series of widely cited white papers on multicultural Millennials and Gen Z consumers. In 2009, he initiated the creation of the first nationally representative opt-in online market research panel of U.S. Hispanics by developing new panel recruitment and sampling strategies focused on Spanish-speaking Hispanics.

He has since developed several multicultural panels and online communities to address the market research needs of a demographically evolving marketplace.

Companies such as General Motors, McDonald’s and Disney as well as Government Agencies such as the U.S. Army, The Center for Disease Control, Covered California, and their Ad Agencies seek out Roy’s expertise to help craft their multicultural consumer messaging.

Roy also holds a BA in Communications from the Annenberg School at USC, an MBA in Marketing from The Cal State Los Angeles College of Business and Economics and post-graduate Certificate in Business Management from the UCLA Anderson School of Business.

Mario X. Carrasco is Co-Founder and Principal of ThinkNow, an award-winning, technology driven cultural insights agency based in Burbank, CA. The agency enables companies and government agencies to discover the cultural drivers that influence consumer decisions.

Under his co-leadership, ThinkNow has successfully launched several innovative initiatives, such as ThinkNow ConneKt™, a MarTech segmentation solution focused on the multicultural market, as well as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry.

During his six-year tenure at ThinkNow, Carrasco’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his contributions to the Hispanic Millennial Project and We Are GenZ studies. Carrasco is a regular contributor to trusted publications such as Forbes, eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.

He is a sought-after speaker, presenting at several association events, including those held by the National Tourism Association and Market Research Association, as well as industry events such as the Google Multicultural Marketing Forum, Vision Critical, and Hispanicize LA.

Among his awards and recognitions, Carrasco is the SBA 2017 Young Entrepreneur of the Year Award recipient, an SBA Emerging Leader Recipient, Stanford Latino Entrepreneur Institute Graduate, and USC Marshall School of Business Graduate.

Carlos has 15 years of experience designing and executing marketing research studies with an emphasis on the Hispanic market.

Carlos started his career at Ipsos-ASI as Research Analyst where he was responsible for the statistical analysis and interpretation of copytesting data, then moved on to Garcia Research Associates were he became VP of Quantitative Research. He later joined Knowledge Networks/GfK as Senior Research Director in the Multicultural Group where he provided project management and consultation on Hispanic research studies.

In his current role at ThinkNow, Carlos heads up the custom research department where he is responsible for leading all of the company’s custom research studies.

Jannet Torres is a seasoned bilingual-bicultural researcher with expertise in qualitative and quantitative methodologies. Jannet spent the first decade of her professional tenure at Hispanic Market Connections (HMC), one of the pioneer market research firms focused on the U.S. Hispanic market. She later spent over 15 years in Client Services at Knowledge Networks (later acquired by GfK). Jannet’s strengths are in working with clients to gain insights into their categories and understand their potential among U.S. consumers, particularly the Hispanic market. She is a trained moderator, with an emphasis on Spanish-speaking audiences, and is well-versed in quantitative methodologies such as segmentation, key driver analysis, and brand resonance. A native of Venezuela, Jannet holds a B.S. degree in Industrial Engineering from Tennessee Tech University and a Masters in Business Administration with a concentration in Market Research from the University of South Carolina.

Cesar started his career at Garcia Research as one of the first hires supporting the first representative Hispanic online panel, Cada Cabeza. Cesar was one of the lead programmers for the panel and gained experience in all aspects of panel management from online portal programming to panelist management. Cesar joined ThinkNow in 2011 and manages the ThinkNow Hispanic online panel and also provides programming and project management support for our online market research projects.

Deb began her career at Cognos, an IBM company, as part of the North American Marketing and Communication group. She soon found her passion as part of the Sales team and began her career of over 20 years.

After years of leading Sales and Marketing Teams at an Executive level, Deb launched her own Sales Consultancy in 2002 later joining Prospect Hill in 2008 as their Vice President of Client Services focused on helping organizations with go to market plans, social media readiness, marketing automation and dynamic sales strategies.

Deb managed both Commercial & Federal Business Development & contracts throughout her career and joined ThinkNow in 2014 heading up the Federal team. She holds a BS in Business Administration with a concentration in International Marketing and a minor in Social Psychology.

Magnory holds a BA in Business Administration and began her market research career with Garcia Research Associates in 1997 as a bilingual interviewer and moved on to the role of General Field Supervisor for all quantitative studies.

Magnory developed an instructional manual of operational procedures for recruitment of research personnel and study participants as well as created guidelines for fielding nationally representative research samples. In her current role as Sampling Manager at ThinkNow, Magnory is responsible for the successful day-to-day management of quotas and completion rates for custom research projects.

Maryluz boasts extensive experience in market research and intelligence, having consulted for multinational companies across various industries in Latin America, the USA, and Spain. She has held leadership positions at IBM, Ipsos and Pfizer, leading customer satisfaction studies and market research and intelligence for South America. Maryluz's background also includes political and public opinion research, where she consulted for over a decade in Venezuela and the Caribbean and analyzed public opinion for political media campaigns in the US. Her academic credentials include a Degree in Political Sciences, a Master's in Political Management from the George Washington University, and a Diploma of Expert in Market Research Data Analysis from the Universidad Complutense de Madrid.

Elvira started her market research career at Garcia Research as part of the Full service team gaining expertise in quantitative methodology, where leaded the programming team. She later moved to the Cada cabeza Hispanic online panel team as assistant manager and she later moved to a leadership role.

Elvira joined ThinkNow team in 2017 and works in the Full service team as custom research manager where she is focused on the day-to-day management of projects. Elvira holds a B.S degree in Computation Engineering from Universidad Autonoma de Baja California.

Abhishek Raj started his career as a Market Research Analyst at EvalueServe in 2006. After stints at uSamp and NextOn he joined ThinkNow in 2015 as part of the sample bid operations team. His responsibilities include online sampling, sample Management, bidding and vendor management. Abhishek has a degree in financial accounting and economics from Patna University in Bihar, India.

Angelica received her B.S. in Chemistry and Biology from UMSNH in Mexico. She has 30 years of experience in marketing research. Angelica is bilingual, and she has managed all aspects of fielding quantitative studies, from bidding, questionnaire design, data collection, coding, translations, and data processing of results in both general and Hispanic market projects. While at GRA, Angelica managed four bilingual call centers and two Hispanic operations centers. In her role in GFK following the acquisition of Knowledge Networks, she led the Operations Center in Tijuana, MX that includes a bilingual call center, a coding/translations department and an online panel that specializes in US Hispanics. She also oversaw a data collection team and worked as a Costing Agent for the general market. With her experience overseeing multi-national teams, Angelica heads the ThinkNow online project management team leading members in the USA, LATAM, and India. In addition, she manages the Online Panel team ensuring that ThinkNow Panels provide high quality sample to our clients.

Kamal has been working with ThinkNow Since 2015. He started his Market research career in 2007 as a survey manager and was quickly promoted to team leader, assistant project manager and project manager. He has worked across different segments including managing complex ad-hoc and tracking studies. In his current role at ThinkNow he manages data collection in the online sample team to insure the highest possible quality in our projects.

I'm from Tijuana B.C. México but I have lived in México city for 14 years now. I'm 39 years old, married and have an 11-year-old daughter. I love going for walks with my daughter around the city, the movies, the theater, listening to music and traveling.

I have worked in this wonderful company for more than 10 years in which I have met beautiful people and we have worked as a team since then.

Martha graduated from the Universidad Anáhuac del Norte with a B.A. in Psychology. She began her career in 1998, serving as an Assistant Project Manager for a company performing Quality studies for Ford Motor Company.

Later Martha worked with different research agencies as a contractor and with this, she had her first contact with Pearson. She joined COPARMEX (Mexican Employers' Association) and worked directly with the Director, and in 2009 she would begin working with Pearson’s CEO, Manolo Barberena, in a combined project for Pearson and Wikipedia, which lead her to join the company as an associate for their Syndicated Studies Area.
In 2011 she was promoted to Project Manager which led her to work directly with several clients in Mexico and the U.S. A year later she won the “The Manolo Award for Future Industry Leaders in the Americas” given by ARIA (Americas Research industry Alliance) which gave her the opportunity of an internship at The NPD Group in Chicago.
By 2019 she left the company to join Grupo KP to become their Consumer Insights Manager for their Quantitative and Qualitative area. In 2021 she joined a Singaporean multinational technology company specializing in e-commerce, Shopee, for their launch in Mexico City as their Insights Manager. In 2023 she took another challenge and joined ThinkNow as manager in the custom research department.

Graduated in communication with a strong focus on digital marketing and market research since 2010. My professional experience includes working in reputable advertising agencies and multinational market research companies, mainly in marketing, content development, and sales roles. My experience encompasses marketing campaign management, social media, email marketing, branding, market research, project management, and online sample sales. I have managed multicultural teams and love to collaborate with diverse teams to deliver extraordinary results.

Daniel Ismail Neira is a passionate leader with over seven years of experience in advertising and marketing. His career has been marked by team leadership, project supervision, and product launches. Since joining ThinkNow in 2023, he has delved deeply into the world of data and programmatic buying, specializing in audience management.

Daniel is known for his relentless curiosity and love for continuous learning, which makes him a perpetual student of marketing and technology. His innovative and strategic approach enables him to offer effective solutions tailored to his clients' needs.
Outside the professional sphere, Daniel is a cooking enthusiast and an avid walker, enjoying both urban strolls and mountain hikes. He also dedicates time to his passion for art, creating portraits and drawings. Additionally, he is a fantasy and video game enthusiast, which fuels his creativity and unique perspective in his work.

Maryam El-Shall holds a BA and MA in English from the University of Florida and a PhD in Comparative Literature from the University of California, Irvine, where she focused on cultural studies with a particular interest in contemporary self-help literature. With a career predominantly in higher education, she has taught writing and Humanities courses. My passion for writing and research led her to transition to a career in proposal writing last year. In her free time, Maryam enjoys reading and writing poetry and short stories.

Alvaro is a seasoned leader with 25 years of experience in the Market and Media Research industry, complemented by a strong background in global operations. Having held key leadership roles Alvaro has successfully led operations, business development, and strategic initiatives at companies as Nielsen, GfK, and Kantar,

With a deep understanding of the U.S. and LATAM markets, Alvaro brings a unique blend of commercial acumen, analytical expertise, and a passion for problem-solving. Known for driving strategic growth and operational excellence he thrives on fostering collaboration, mentoring teams, and delivering high-quality insights that empower business decision-making.

Now, as Director of Sales for the U.S. Market at ThinkNow, Alvaro is focused on expanding the company's reach, building strong client relationships, and driving innovation in multicultural market research.