How to Define Today’s TV Viewers with Adriana Waterson (Ep. 2)
Adriana Waterston is Senior Vice President of Insights and Strategy at Horowitz Research. Her work focuses on finding the story behind media statistics and revealing faces behind facts. Adriana oversees all of Horowitz’s millennial, multicultural and Latino research endeavors and has moderated hundreds of hundreds of groups and conducted in-home ethnographic research on several different areas including entertainment consumption, unmet needs in technology and media and many other topics.
Adriana has received several awards including the CTAM TAMI award for her work in multicultural marketing. She is also the co-author of The Practical Guide to Multicultural Marketing.
In this episode, we discuss:
- Current trends in audience segmentation and how each segment is defined.
- Approaches for marketing to different segments.
- The key to researching today’s TV viewers.