Roy Eduardo KokoyachukRoy Eduardo Kokoyachuk

Co-Founder and Principal

 

Roy Eduardo Kokoyachuk is Co-Founder and Principal of ThinkNow Research. 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 Research, an award-winning culturally-integrated market research agency based in Burbank, CA. 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.

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 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, The Vision Critical Intelligence Summit, and Hispanicize LA.

Among his awards and recognitions, Carrasco is an SBA Emerging Leader Recipient, Stanford Latino Entrepreneur Institute Graduate (Vice President of Alumni Council), and UCLA Anderson MDE Graduate.


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Key Team Members

Carlos Yañez

Custom Research Director – 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 Research, Carlos heads up the custom research department where he is responsible for leading all of the company’s custom research studies.

Lara Fordis

Qualitative Research Director – MA

Prior to joining ThinkNow, Lara was Director of Operations at Q-Insights in Sherman Oaks, California. She began her market research career with Marketing Matrix in Los Angeles as the Assistant Focus Group Facility Manager. Over the next eight years, she rose from Research Analyst to Director of Research and Operations at Pelegrin Research Group in Glendale, also serving as an in-depth interviewer and Laddering specialist. Subsequently, she was Director of Research at Insightlink Communications in Glendale, a firm specializing in employee satisfaction research.

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Cesar Amin Escobedo

Online Operations Manager – 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 Research in 2011 and manages the ThinkNow Research 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 Research 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 Research, 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 Research.

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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 Research 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.