Adriana Waterston
About Adriana Waterston
Adriana Waterston serves as Executive Vice President at M/A/R/C Research and has extensive experience in multicultural marketing and research, particularly within the U.S. Latinx market. She has been recognized for her contributions to the industry and has received multiple awards, including the Rafael Eli Award for Corporate Pioneer in Hispanic Television.
Current Role at M/A/R/C Research
Adriana Waterston serves as Executive Vice President (EVP) at M/A/R/C Research, a position she has held since 2023. In this role, she focuses on insights and strategy, leveraging her extensive experience in multicultural marketing. Waterston's leadership contributes to the company's initiatives in understanding diverse consumer behaviors and preferences.
Previous Experience at Horowitz Research
Waterston has a long-standing association with Horowitz Research, where she worked as EVP and Insights & Strategy Lead since 2021. Prior to this, she served as Senior Vice President of Insights and Strategy from 2012 to 2021. During her tenure, she designed online research communities and conducted extensive ethnographic research, enhancing the company's understanding of the U.S. Latinx and multicultural market.
Educational Background
Waterston studied at Brandeis University from 1986 to 1990, where she earned a degree in European Cultural Studies with a minor in Italian Language and Literature. This academic background has informed her approach to multicultural marketing and research.
Industry Recognition and Awards
Waterston has received notable recognition in the field of multicultural marketing. She has been quoted in major publications such as USA Today, Forbes, and the New York Times for her expertise. Additionally, she has been awarded two CTAM TAMI awards and received the Rafael Eli Award for Corporate Pioneer in Hispanic Television at the 2023 Hispanic TV Summit.
Specialization in Multicultural Research
Waterston specializes in ethnographic research, focus group moderation, and one-on-one interviewing. She is fully bilingual in English and Spanish, with a focus on research among Spanish-dominant, bilingual, and English-oriented Latinos. Her expertise in these areas has allowed her to moderate hundreds of focus groups and conduct in-home ethnographic research.