roykokoyachuk

/Roy Eduardo Kokoyachuk
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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.

Gen Z May Finally Close the Hispanic and African-American Educational Gap

Education is often touted as a means of “balancing the playing field” and stimulating socio-economic mobility. However, lower educational attainment levels among most racial minorities in the U.S. have been the norm since college attendance expanded into the middle class following WWII. While college attendance has increased for Hispanics and African Americans in the past couple decades, it still trails that of non-Hispanic Whites.

Hispanic Fandom Breathes New Life Into Major League Baseball

Anyone who has ever attended a sporting event in Latin America can attest to the passion of Hispanic fandom. The songs, chants, dances, banners and other traditions are similar to fan behavior elsewhere but with the intensity dialed way up. In the U.S., Hispanic buying power recently surpassed Mexico’s entire GDP. When you add the fact that Hispanic consumer confidence is increasingly positive moving into 2017, you get a perfect storm of opportunity for U.S. sports leagues and franchises to harness Hispanic fan loyalty to elevate the entire industry.

ThinkNow Pulse™ Total Market Consumer Sentiment Report: Qualitative Insights

For many Americans, the current political climate is distressing, but not disruptive to their day to day lives. But for the 55 million Hispanics that currently call the United States, home, that isn’t the case. Donald Trump launched his presidential campaign with an attack on Hispanic immigrants. Now that he’s in office, the conversation on immigration has erupted into a maelstrom of ignorance and intolerance. At ThinkNow, we were curious as to how President Trump’s leadership and the resulting chain of events, thus far, has affected U.S.

[Video] ThinkNow Pulse™ 2017 Hispanic Consumer Sentiment Study

Our recent online survey, ThinkNow Pulse™ Hispanic Consumer Sentiment, tracked trends and household finances among U.S. Hispanics and non-Hispanics, ages 18-64. The study revealed some interesting facts on household finances and consumer spending projections for the year.

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.