marioxcarrasco

/Mario X. Carrasco
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About Mario X. Carrasco

Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research, an award-winning culturally-integrated market research agency based in Burbank, CA. The agency integrates Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.Under his co-leadership, ThinkNow Research has successfully launched several innovative market research initiatives, such as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry as well as the first Minority Business Owner (B2B) Panel in the U.S.

[INFOGRAPHIC] What’s Driving Total Market Automobile Buying Trends In 2017?

Autonomous automobile technology is driving innovation in an industry hit hard by big economic swings and government bailouts. But the light at the end of the tunnel resides in consumers’ acceptance of newer technologies like driverless vehicles and less dependence on gasoline. At ThinkNow Research, we wanted to explore consumers’ attitudes toward these changes and how they impact vehicle purchasing habits.

What Is Programmatic Sampling And Its Impact On Multicultural Sample?

According to Lucid, programmatic sampling now accounts for 94% of all transactions sold on the Fulcrum Exchange, one of the industry’s largest sampling exchanges. That statistic is staggering because this sampling technology emerged just 3-5 years ago. The unprecedented road that Lucid is traveling is so promising that they’ve recently raised a $60 million round of funding to continue their efforts to revolutionize the future of the sample industry.

How African-Americans Are Driving Automotive Technology Trends

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits.

Should Affluent Hispanics Be Considered General Market?

Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.

[Podcast] ThinkNow Affinity™ Brand Loyalty Report 2017

ThinkNow Affinity™ Brand Loyalty Study suggests a shift in consumer behavior If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.

Beyond Ethnicity: A Call For Digital Culture Quotas

Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year. But despite this year’s momentum, I just can’t shake the notion that targeting and segmenting via ethnicity is weighing us down.

3 Ways DMPs Can Save The Sample Industry

Data Management Platforms have the potential to deliver better targeting and access to hard to reach audiences The market research industry is debating the impact of big data. Forward-thinking firms are looking to disruptive new technologies to keep pace with the changing landscape as the reach of big data continues to expand. The online panel industry has an opportunity to bring significant changes to the approach and methodology of the recruitment of sample by taking advantage of tools used in related fields like digital advertising.

Can CPG Brands Stop Waning Hispanic Brand Loyalty?

ThinkNow Affinity™ Brand Loyalty Study suggests a shift in consumer behavior If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.

Is Big Data Missing The Big Picture: The Hispanic Market

The lines between market research and marketing data are blurring. This really comes as no surprise, however. The convergence of these two disciplines was bound to happen at some point. While both industries are grappling with the implications of what this phenomenon means for the way they conduct research, startups shops are seizing the opportunity. The good thing about change is that it opens a dialogue about what needs to happen next.

[Podcast] ThinkNow Gen™ We Are Gen Z: We Are Shoppers Report

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.