Adriana Waterston

Adriana Waterston

SVP, Insights & Strategy

Horowitz Research

Adriana is a research junkie with a flair for finding the story behind the statistics, teasing the meaning out of the measurement, and revealing the faces behind the facts.  A seasoned quantitative and qualitative market researcher with expertise on consumers and their attitudes towards their media tools, Adriana has moderated hundreds of groups and conducted in-home ethnographic research on a bevy of topics ranging from advertising and marketing effectiveness; media and entertainment consumption; unmet needs in technology and media; pricing and packaging; travel; customer service satisfaction; lifestyles and family dynamics; and brand/corporate image. 

Adriana oversees all of Horowitz’s millennial, multicultural and Latino research endeavors. Well-known for her leadership in this space, Adriana is often quoted in the press and is a frequent speaker at industry events and conferences.  She is also the lead organizer and co-host of the annual Cultural Insights Forum, a New York City event that draws a crowd of over 350 media and advertising executives. 

Adriana has been named one of the industry’s “Most Influential Minorities in Cable” by Cablefax Magazine, won the Agency Executive Award at B&C/Multichannel News’ Diversity Discussion, and has received a CTAM TAMI award for her work in multicultural marketing.  She co-authored The Practical Guide to Multicultural Marketing, which won the Bronze Global Ebook Awards in the Multicultural Non-Fiction category in 2013.

Born in San Juan, Puerto Rico, Adriana is a graduate of Brandeis University in Waltham, MA.