Register now for our FREE webinar series, Streaming Media East Connect in June!

Biographical Information

Adriana Waterston

Senior Vice President, Insights & Strategy, Horowitz Research

Adriana Waterston is Senior Vice President of Insights and Strategy at 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 has been named one of the industry’s “Most Influential Minorities in Cable” by Cablefax Magazine, won the Agency Executive Award at B&C/Multichannel News’ Diversity Discussion, and has received a CTAM TAMI award for her work in multicultural marketing. She co-authored The Practical Guide to Multicultural Marketing, which won the Bronze Global Ebook Awards in the Multicultural Non-Fiction category in 2013.

Born in San Juan, Puerto Rico, Adriana is a graduate of Brandeis University in Waltham, MA.

Articles for Adriana Waterston

Reaching Multicultural Audiences in a Fragmented Media Ecosystem

Horowitz Research data shows that multicultural audiences are ahead of the curve on streaming TV, watching on multiple devices. Brands need to be bold and innovative to speak to these viewers.