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Mario Carrasco

Member since July 2013Contact Mario

I am the co-founder and Managing Partner of the full-service market research firm, ThinkNow Research. ThinkNow Research is a culturally-integrated market research agency. We integrate Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.

Articles by Mario All articles by Mario

  • How Defining Hispanic, Multicultural Ethnicity Online Will Impact Digital Marketing In 2018 in Marketing Insider on 01/04/2018

    In 2017, consumer demand for diversity and inclusion ignited a watershed in the evolution of multicultural marketing and research. Global brands publicly touted their commitment to these ideals, as seen by change agents like Nike, with the launch of the first mainstream sports hijab and Disney Pixar, whose animated movie, Coco , based on the Mexican holiday of Dia de los Muertos, shattered the box office this holiday season.

  • Hispanic Content In 2018: The Year Of The 200% in Marketing Insider on 12/07/2017

    Segmentation of the U.S. Hispanic population has evolved through the years as Hispanic marketing has gone from a novel idea to a lifeline among brands in desperate pursuit of new markets. Once driven primarily by language (Spanish-dominant to English-dominant), segmentation became more granular, looking closer at acculturation levels (less acculturated to more acculturated) to craft a more relevant marketing message.

  • The Hispanic Market Is Poised for Innovation in 2018 in Engage:Hispanics on 11/02/2017

    A decrease in Hispanic immigration, growth of U.S. born Hispanics, and rise of interracial marriages have implications for our industry, yet we have not responded with meaningful innovation.

  • Hispanics Drive Retail Clothing Sales During The Holidays in Marketing Insider on 10/05/2017

    We continue to see online shopping increase its share of overall shopping dollars year-over-year against traditional brick and mortar. Retailers have been adapting to this shift through a variety of strategic initiatives, mainly driven by the continual integration of a seamless online/offline purchase continuum. However, as we look more specifically at what categories of purchase items are shifting to online, we see that not all categories are shifting online.

  • Using Corporate Entrepreneurship To Champion Hispanic Budgets in Engage:Hispanics on 09/07/2017

    A new fiscal year is in sight and you still have no measurable Hispanic or multicultural budget. You've shown the C-suite the purchasing power numbers, the demographic trends, and the generational trends to no avail. Well, you're not alone; 49% of respondents in a recent CMO Council study admitted they do not have a multicultural marketing initiative in place.

  • Why Are Hispanic Millennials Streaming More Spanish-language Content? in Engage:Millennials on 08/09/2017

    It's no secret that traditional Spanish broadcast networks have been experiencing a steady loss of viewers in the U.S. year over year. Many factors are contributing to this decline including a slowing in immigration from Mexico. But, perhaps even more impactful is the fact that growth in the U.S. Hispanic market is primarily coming from U.S. born. However, our latest report, which focuses on the media habits of the Total Market, shows a significant increase in the number of Hispanic millennials streaming Spanish language content via over the top services.

  • Why Are Hispanic Millennials Streaming More Spanish-language Content? in Engage:Hispanics on 08/01/2017

    It's no secret that traditional Spanish broadcast networks have been experiencing a steady loss of viewers in the U.S. year over year. Many factors are contributing to this decline including a slowing in immigration from Mexico. But, perhaps even more impactful is the fact that growth in the U.S. Hispanic market is primarily coming from U.S. born. However, our latest report, which focuses on the media habits of the Total Market, shows a significant increase in the number of Hispanic millennials streaming Spanish language content via over the top services.

  • 3 Things To Keep In Mind When Engaging U.S. Hispanics Via Google Search in Engage:Hispanics on 07/10/2017

    Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we're looking for is a better understanding of what these cohorts really do while searching online.

  • Can Social Media Save Spanish-Language Television? in Engage:Hispanics on 06/16/2017

    Video didn't kill the radio star. In fact, radio has recently seen record numbers across some coveted demographics, reaching 92% of Millennials each week. Nor did television kill the theater star, as the success of "Hamilton" attests. Even so, it seems that the birth of any new technology or media will stir predictions about the impending demise of its predecessor.

  • BIM:A New Scale To Measure Hispanic, Cross-Cultural Identity  in Engage:Hispanics on 06/01/2017

    Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik's cube that resists classification. I've written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.

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