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Horowitz Research

a Division of M/A/R/C Research

New York City, NY

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Key Categories
LGBTQIA+ Segmentation Studies Online Communities - MROC Generation Z Cultural Insights

Company Description

Today, having a research partner with deep experience in cultural insights is a must. Horowitz is not just a great multicultural and diverse research company, we are a great research company for a multicultural and diverse world. We have been a thought leader in the multicultural space for more than 30 years, delivering cutting-edge cultural insights and research among Black, Latine/Hispanic, Asian, LGBTQIA+, Gen Z,  people with disabilities and other diverse consumers.

Our clients turn to us for custom and syndicated research on how to reach, resonate with, and grow their businesses among multicultural and diverse segments, gain cultural insights into diverse communities and cultures and be more prepared for America’s multicultural majority.

We have a diverse, multicultural, and multilingual staff of qualitative and quantitative researchers. Our robust toolbox of traditional and innovative research approaches includes focus groups, dyads, triads, IDIs (online and in-person), online insights communities and qualitative boards, in-person and mobile ethnography and survey research and segmentation. Now, thanks to our recent acquisition by M/A/R/C Research, we have expanded capabilities with a full team of data scientists for advanced statistical and forecasting work, as well as Accelerated Solutions to turn around high-quality research at a fraction of the time and at a fraction of the cost of custom research.

Our expertise lies at the nexus of the three biggest trends impacting businesses today: shifts in demographics, the cultural and socio-political shifts that we are experiencing both nationally and internationally, shifts in media and technology that are forever changing how brands connect with people, and how we as researchers can connect with and learn from our research subjects.

We conduct multicultural and diverse research for clients across a range of industries including media and entertainment, telecom and technology, sports and gaming, consumer product goods, beauty/personal care, health and wellbeing, pet culture, home and automotive, utilities, retail, grocery, dining, financial services/fintech and insurance, travel and hospitality, toys/dolls/kids, publishing, public media and not-for-profits, among others.

We have been conducting research on Diversity, Equity and Inclusion (DEI) since the late 1990’s. There is no doubt that to succeed in an increasingly diverse America, corporate America needs a more diverse workforce. Making smart decisions about how to best serve America’s Black, Latine/Hispanic, Asian, LGBTQIA+, people with disabilities and other communities requires having those communities represented in your C-suite, in management, and on your front lines.

As outside cultural researchers and observers, we see what you might not about your workplace. We become the voice of your internal constituencies, training our expert eye on your corporate culture to identify how and where some communities are disenfranchised while others are privileged. Our research can help you meet your DE&I mandates while also preparing your business to meet the needs of Multicultural America.

To help our news clients measure the quantity and caliber of representation on air, Horowitz developed the JADE™  (Journalism Audit for Diversity and Equity) Score. The JADE™ Score is a completely unique and innovative audit tool to measure the quantity and caliber of on-air diversity and give guidance to news teams on how to improve when it comes to representation and inclusion.

We work with you to deliver the grounded research you need to build brands that shine, products that delight, content that resonates and messaging that engages.

Year Established:   1985

Research Services and Specializations

Industries, Markets and Audiences Served

1425 Greenway Drive, Suite 300
Irving, TX 75038
United States
Customer Contact(s):
Adriana Waterston, EVP, Insights and Strategy Lead
  • 914-325-4516
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Affiliations & Certifications
AMA (United States) | Advertising Research Foundation (ARF) | CTAM | Insights Association (United States) | National Association of Mutual Insurance Companies (NAMIC) | Qualitative Research Consultants Association (QRCA) (United States)