About Us

we help companies and organizations communicate better with their audiences

Experience built on passion and commitment

Partnership & Certifications

our context and history

our context and history

People change, societies evolve, cultures shift. This statement has never been truer than today, and even more in the United States.

At ThinkNow, we have been first hand witnesses of these changes. For more than 15 years, we have studied and researched dynamic shifts in the demographic environment, to help organizations and companies thrive.

Now more than ever, it is essential to provide true insight solutions and the drivers within the rapidly moving consumer culture of the United States, which helps businesses and brands make an impact.

"Marketing is important because it is how we shape our world"

Mario Carrasco
Mario Carrasco

The need for a new way of thinking

ThinkNow’s purpose is to find out what drives peoples’ decisions within the complex, dynamic and above all multicultural reality of the United States.

We have identified that by addressing the following obstacles, we help companies and organizations communicate better with their audiences: cultural bias, stereotype habituation and misrepresentation.

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Our purpose

usher companies to be relevant in america's multi-cultural reality
Purpose driven
Purpose driven
We help companies understand the culture behind and also help them stop relying on stereotypes.
Segmentation tool
Segmentation tool
Tailor your communication strategy to segments who share common attitudes, interests, and behaviors to drive results.
Top providers
Top providers
ThinkNow is the top supplier for strategies to mitigate cultural bias on Hispanics, African-American and Asians.
Team of experts
Team of experts
Our team is conformed by a group of specialists with more than 15 years of experience in the market research field.

Our office

Solutions that will improve your business

A dedicated full-service, designed to discover consumers' decisions
Enable governmental institutions to address people
The online leading source of hispanic consumers insights in the u.s. and latin america
Routing technology focused on recruiting hard-to-reach audiences
An audience segmentation tool with accurate and real-time consumer data

People change



Cultures shift

Finding out how these changes affect peoples' perceptions is where our heart and soul is.

And this lifelong commitment to understanding, is a promise made to every partner and customer.

A promise that is kept, and a promise that delivers.


Unleash your understanding.



Meet our team

Roy Eduardo Kokoyachuk

Co-Founder and Principal

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.

A sought-after speaker and panelist, Roy frequently speaks at Advertising, Marketing, and Market Research conferences, such as The Advertising Research Foundation Annual Conference, AHAA, Hispanicize, and The Vision Critical Intelligence Summit.

Mario X. Carrasco

Co-Founder and Principal

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 Yañez

SVP, Custom Research

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

VP, Custom Research

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 Amin Escobedo

Product Owner, ThinkNow ConneKt

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.

Greg DeLacy

Senior Managing Director/Global Sales - Full service

Greg’s history of helping companies brand and advertise in diverse and niche markets began with BrassRing, Inc. where he helped companies nationwide advertise and brand their needs to find tech personnel as an Outside Account Executive. Greg further carved out his expertise into the Hispanic and Diverse Markets with HispanicBusiness, Inc. where he worked closely with Fortune 1000 companies to implement print and online campaigns. In his 11 years of experience working at an Integrated Media Manager with HispanicBusiness, Inc. Greg helped create, launch and manage successful campaigns that ranged from brand awareness to lead generation for clients looking to specifically reach a Hispanic/Multicultural audience.

Greg joined ThinkNow in December 2014. In his role of Business Development Manager, Greg works with our clients to recognize their needs and find solutions from our products to meet their goals for actionable insights into growing markets.

Deb Zimmerman

Client Services Director - Government

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.

Christina Statescu

SVP, Sales - Full Service

Christina Statescu leverages her experience in Business Development and Customer Relationship Management to help our clients find the right solutions to optimize insights and innovation.

A student of consumer experience, Christina has worked with hundreds of senior leaders and sales teams to bring the voice of the consumer to the forefront while aligning with client business goals. Christina graduated from FIDM with a degree in International Business Marketing with honor.

Magnory Rodriguez

Project Manager

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.

Art Padilla

Senior Director of Panel - Online Sample

Art Padilla is a Director of Panels at ThinkNow. He has over eight years of experience in Online Market Research and successful performance-based business development efforts.

In his new role, Art is responsible for the demand side of business development at ThinkNow which includes survey-providing partner relationships, strategic partnerships, and global bids management. Art also heads up ThinkNow’s Latin American (LATAM) online sample services and is focused on the overall growth of the company’s online sample division. Art has a B.S. in Economics from Georgia State University.

Jonathan Saquicili

Product Manager - ConneKt

Jonathan Saquicili is a Latino en Tech. He has worked in tech, entertainment, marketing, non-profit, and tourism. His experience includes CBS Local Digital Media where he started as a campaign trafficker. He later moved to a leadership role at Merkle where he led multiple Diversity, Equity, and Inclusion policies and programs. He also led the integration of MediaMath with Merkle’s M1 for a post-cookie identity solution.

In his spare time, he creates content around food and can be found on Instagram at @meetmeinmytummy. Jonathan graduated with a BS in Business Marketing from the Chazanoff School of Business at the City University of New York College of Staten Island. He holds a Diversity, Equity, and Inclusion in the Workplace Certificate from the University of South Florida Muma College of Business, and a Digital Strategy Certification from the Universidad San Francisco de Quito.

Elvira Gonzalez

Custom Research Manager

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.

Dana Harris

Research Analyst

Dana spent her undergraduate career at Princeton University where she studied psychology. Her research interests dove into the impact of phenotypic prejudices in the African American community and the male gaze surrounding Black beauty standards. As a post-baccalaureate student at Yale University, she has worked to develop her data analysis skills by taking coding and statistics classes.

At ThinkNow, Dana is a research analyst on the market research team and has contributed to reports for clients such as BET and Prisa. She has also worked on projects like The Black Consumer Project and Omnibus surveys. Dana hopes to continue forwarding the mission of ThinkNow through her work.

Get free insights of multicultural consumers

ThinkNow's reports purpose is to find out what drives peoples’ decisiones within the complex, dynamic and above all multicultural reality of the United States.
View reports

Discover how we help our clients

Read each of our case studies where we have successfully been able to help companies with their communication problems towards a certain niche of people on specific topics.
View case studies


“ThinkNow is one of those rare communication agencies that recognizes and applies the moral and stategic value of cultural inclusiveness.”

“We consider ThinkNow Research a partner more than a vendor. At every level of interaction, they are fully engaged and embrace our business as if it was their own. We rely heavily on their expertise and understanding of the Hispanic audience”

“ThinkNow is one of those rare communication agencies that recognizes and applies the moral and stategic value of cultural inclusiveness.”

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