Roy Eduardo KokoyachukRoy 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.


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Mario Xavier CarrascoMario Xavier 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.


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Key Team Members

Carlos Yañez

SVP, Custom Research – MBA

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 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 studying the U.S. Hispanic market and helping advertisers understand their potential with this target. Then, at Knowledge Networks (later acquired by GfK), Jannet spent 16 years in the Client Services team working with clients in the design and execution of research programs, with a focus on retail and CPG clients. She also played a key role in the launching of KnowledgePanel Latino and the growth of GfK’s Multicultural practice. 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.

As a bilingual-bicultural researcher, Jannet has an unique understanding of the Hispanic culture and the acculturation process into mainstream America. She is a trained moderator, with an emphasis on Spanish-speaking audiences, and has been praised by clients for her ability to establish rapport with consumers of different ages, acculturation levels, socio-economic status, and countries of origin. Jannet 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 concentration in Market Research from the University of South Carolina.

Cesar Amin Escobedo

Director, ThinkNow ConneKt – BS

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.

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Greg DeLacy

Business Development Manager

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.

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Magnory Rodriguez

Sampling Manager – BA

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.

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Ashwin Agrawal

Director – Sales – MBA

Ashwin has more than 12 years of experience in the Market Research industry with focus on sales and account management. He has experience of managing key accounts including several Honomichl top 25 companies. His experience spans managing client relations for Online sample, CATI, survey programming and data processing. He has played key role in setting processes for centralized projects and bids operations for some of the large accounts he was managing.

Ashwin is responsible for Panel sales and key accounts management at ThinkNow.

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Deb Zimmerman

Director of Government Client Services

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.