Biographical Information

Adriana Waterston

senior vice president of insights and strategy, Horowitz Research

Adriana Waterston is senior vice president of insights and strategy at Horowitz Research, a provider of consumer market research specializing in media content, services, and technology. A seasoned quantitative and qualitative market researcher with expertise on consumers and their attitudes towards their media tools, Waterston 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. 

Articles for Adriana Waterston

Online Communities Can Keep Marketing Insights Going During COVID-19

As human beings we yearn for connection, especially in difficult times. Yet our desire for connection is in direct contradiction to the mandate for physical separation. Virtual tools like online insight communities can deliver the research you need now—and be a welcome respite from people who are feeling isolated in containment zones.