/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.

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.

Mobile App Usage Among Hispanics Across Acculturation levels

There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer. While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date.

Your B2B Online Sample Is Skewed

Minority-Owned Businesses represent 33% of Small Businesses but are underrepresented in B2B Online Panels. Business-to-consumer sample providers have embraced the importance of including minority samples when conducting studies in the U.S. However, when we look at business-to-business sample providers, the inclusion of minority B2B online sample has yet to experience mainstream adoption. This exclusion is particularly troubling because 33% of small businesses across the U.S. are minority-owned.

Do You Include Minority Business Sample In Your B2B Projects?

Minority Business Sample Is Critical For Representative B2B Projects Minority-owned businesses are growing at a staggering rate in the U.S. They now represent over 33% of small businesses. This should come as no surprise to people in the market research industry as, demographically, the country has been changing for the past several decades. And because of this, as researchers, we know that we should be incorporating Minority Business sample into our sample-only studies.

Reaching Hispanics Now – Cultural Legacy Matters

Recent U.S. Census figures indicate that Hispanic immigration to the U.S. has slowed down considerably since reaching its mid-90’s peak. The 2000 Census was a wake-up call for marketers that hadn’t yet focused their efforts on the Hispanic segment. The U.S. Hispanic population was larger than had been projected and appeared to be on an unstoppable upward trajectory.

Hispanic Heritage Is Not Static

3 Ways To Connect With The New U.S. Latino As we begin celebrating Hispanic Heritage month at ThinkNow Research, recent Pew Hispanic data has us thinking about how the changing Hispanic demographic can be reached effectively through their heritage. Two lynchpins of the Hispanic marketing movement – non-acculturated Hispanics and Spanish language media – is going by the wayside. Pew Hispanic notes that net migration is down to new lows and speaking Spanish isn’t necessarily a defining characteristic of being Hispanic.

African-American Millennials – Media and Technology Habits

Top 3 Findings From The Hispanic Millennial Project African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now. But it’s not just social media.

[Video] Fast Food Restaurants Report 2016

What Are Consumers Lovin’ About Fast Food? Maybe Not What You Think The fast food industry is projected only to grow about 2% annually over the next five years according to IBIS World. As a result, many top fast food chains have tried to meet the challenge of presenting menu items for price-sensitive customers who want healthy options. However, is that what they really want? We conducted a nationwide survey researching 600N Hispanics, 250N African-Americans, 250N Asian, and 250N non-Hispanic whites on the topic of fast food & at the preferences among total market consumers eating at quick service restaurants