Horowitz Research

What Horowitz Research does

Horowitz Research is a women-run full-service consumer insights agency founded in the 1980s, headquartered in Plano, Texas, following its 2023 acquisition by M/A/R/C Research, where it now operates as the parent's Media and Multicultural Division. The firm specializes in multicultural and generational consumer research, with a practice established in 1992 that conducts in-language and in-culture studies across Latinx, Black, Asian, LGBTQIA+, Gen Z/Generation Next, and disability communities. Its product portfolio spans custom quantitative and qualitative research services alongside a recurring suite of syndicated reports—notably the State of Media, Entertainment & Tech annual series (Subscriptions, Viewing Behaviors, Social/Cultural/Political Shifts, Advertising in a Digital World) and the FOCUS demographic-segment reports—and proprietary solutions including the DREAM Score™ DEI measurement framework, Culture Check™ advertising-testing toolkit, and Journalism Audit for Diversity and Equity.

The business runs a sales-led, direct-to-enterprise model with three revenue streams: bespoke custom research projects (professional services), à la carte syndicated report sales, and recurring Insights Partnerships. Distribution is direct with no resellers or platform self-serve layer; client engagement is anchored by EVP Adriana Waterston and supported by the annual Cultural Insights Forum conference, gated content marketing, and a 143K+ LinkedIn following. The customer base spans Fortune 500 to startup buyers across media, entertainment, streaming, telecom, technology, and consumer brand verticals, with named engagements including Discovery Communications, Netflix, Fox, and local cable providers. As a specialty division within M/A/R/C Research rather than a standalone tech company, Horowitz sells judgment, methodology, and longitudinal multicultural data rather than a software platform; it does not expose an API or technology product, and its delivery model is human-researcher-driven.

The unit economics are anchored by trademarked intellectual property (DREAM Score™, Culture Check™) and 30+ years of multicultural time-series data that create meaningful switching costs for Insights Partners. Growth levers visible in the data are incremental product-line expansion (Pet Culture in Multicultural America, Journalism Audit, Culture Check™) and continued annual cadence of the FOCUS and State of Media reports; no significant AI/ML capability, geographic expansion, or funding event is in evidence, and revenue is not publicly disclosed.

Name

Horowitz Research

Legal name

Horowitz Research, A Division of M/A/R/C Research

Website

https://horowitzresearch.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Horowitz Research is a women-run full-service consumer insights agency specializing in multicultural, generational, and DE&I research, serving Fortune 500 media, entertainment, technology, telecom, and consumer brand clients via custom research, syndicated reports, and recurring Insights Partnerships.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYBPAHALAE

Industry & Sector Research (Syndicated/Custom)

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Research, Analytics & Expert Services

SECONDARYBPAHALAA

Market Research & Consumer Insights

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Research, Analytics & Expert Services

SECONDARYMPAAALAE

Qualitative Research (Focus Groups, IDIs, Ethnography)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

SECONDARYMPAAALAK

Social & Digital Insights (Social Listening, Online Community Research)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

Keywords

• Multicultural consumer research
• Syndicated market research
• Media entertainment insights
• Diversity equity inclusion research
• Custom consumer insights

Headquarters

HQ city

New Rochelle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Custom Research Services: Custom quantitative and qualitative consumer research projects for individual client needs. The company works with brands, technology companies, and media companies to deliver bespoke research solutions tailored to specific business questions.
2. Syndicated Research Reports: À la carte syndicated research reports covering topics such as State of Media, Entertainment & Tech (Subscriptions, Viewing Behaviors, Social/Cultural/Political Shifts, Advertising in a Digital World), FOCUS Latinx, FOCUS Black, FOCUS Asian, FOCUS LGBTQIA+, and FOCUS Generation Next. Reports are available for purchase individually.
3. Insights Partnerships: Partnership arrangements for ongoing access to research insights and data

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Horowitz Research is a women-run full-service consumer insights agency that delivers both custom quantitative and qualitative consumer research and syndicated research reports. Its core offering is multicultural consumer research with deep specialization in Black, Latinx, Asian, LGBTQIA+, and Gen Z audiences, alongside an annual State of Media, Entertainment & Tech report series. It also sells proprietary solutions such as DREAM Score™ for measuring diversity, equity, and inclusion outcomes and Culture Check™ for testing advertising cultural relevancy.

Product overview

Horowitz Research is a women-run full-service consumer insights agency offering a comprehensive portfolio of syndicated research reports and custom research services. The core offering consists of the State of Media, Entertainment & Tech annual report series covering subscriptions, viewing behaviors, social/cultural/political shifts, and advertising, complemented by specialized FOCUS reports targeting specific demographic segments (Latinx, Black, Asian, Generation Next/Gen Z, and LGBTQIA+ communities). The company also provides proprietary research solutions including the DREAM Score for measuring DEI outcomes and Journalism Audits for diversity and equity assessment. Additional offerings include the Pet Culture in Multicultural America report and custom quantitative and qualitative research services. The company hosts the annual Cultural Insights Forum conference and operates as a division of M/A/R/C Research, serving clients ranging from startups to Fortune 500 companies.

Differentiator

Problem solved

Functional benefit

Products and services

• State of Media, Entertainment & Tech: Subscriptions Annual syndicated benchmark study tracking the evolution of pay TV, streaming, home internet, mobile, and smart home markets, examining consumer adoption, satisfaction, bundling behaviors, and future intentions.
• State of Media, Entertainment & Tech: Viewing Behaviors Annual syndicated report examining consumer viewing behaviors across TV, streaming, and digital platforms, including social media engagement with content.
• State of Media, Entertainment & Tech: Social, Cultural & Political Shifts Syndicated research report examining social, cultural, and political attitudes and behaviors among U.S. consumers, with particular focus on multicultural and diverse audiences.
• State of Media, Entertainment & Tech: Advertising in a Digital World Annual report examining advertising effectiveness, consumer receptivity to ads, and the evolving digital advertising landscape across platforms.
• FOCUS Latinx Annual syndicated report providing in-depth insights into Hispanic/Latinx consumer behaviors, media consumption, attitudes, and brand engagement.
• FOCUS Black Annual syndicated report examining Black American consumer behaviors, media consumption patterns, and engagement with brands and content.
• FOCUS Asian Annual syndicated report providing insights into Asian American consumer behaviors, media habits, and cultural attitudes.
• FOCUS Generation Next Annual syndicated report focusing on Gen Z consumer behaviors, relationships with brands, media consumption, and social/political attitudes.
• FOCUS LGBTQIA+ Annual syndicated report examining LGBTQIA+ consumer behaviors, social media engagement, social commerce activity, and attitudes toward brands and advertising.
• Pet Culture in Multicultural America Syndicated research report examining pet ownership patterns and pet-related consumer behaviors among multicultural audiences in the United States.
• DREAM Score Proprietary research methodology and scoring system for measuring diversity, equity, and inclusion outcomes in the workplace and organizational settings.
• Journalism Audit for Diversity and Equity Research service evaluating media coverage and journalism practices for diversity and equity, helping news organizations assess representation in their content.
• Custom Quantitative and Qualitative Research Custom research services including quantitative surveys and qualitative research methodologies tailored to specific client needs and target audiences.
• Cultural Insights Forum Annual industry conference bringing together media, advertising, and marketing professionals to discuss cultural insights, multicultural marketing, and consumer trends.
• Insights Partnerships Subscription partnership arrangements providing ongoing access to syndicated research insights and data for media, entertainment, and brand clients.

Quantifiable outcome

• 48% of American homes have at least one smart home device; 59% of 18-34 year-olds and 59% of Latinx households have smart devices
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• M/A/R/C ResearchcoreStrategic or Co-development Partner · 1 January 2023Horowitz Research was acquired by M/A/R/C Research in 2023. M/A/R/C Research is a Texas-based research and insights firm. Horowitz operates as the Media and Multicultural Division of M/A/R/C Research, with CEO Merrill Dubrow leading the parent company.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Comscore: Comscore is a media measurement and analytics company serving streaming, TV, and digital publishers; its audience and ad effectiveness offerings overlap with Horowitz's media subscription and viewing reports.
• Kantar: Kantar is a global insights consultancy with deep media and consumer panels; it competes for the same Fortune 500 multicultural and audience research dollars Horowitz serves.
• Nielsen: Nielsen operates broad-scale audience measurement and consumer insights globally, anchoring the same enterprise budgets Horowitz sells into for media and multicultural tracking.
• Ipsos: Ipsos is a diversified research firm covering consumer, media, and multicultural studies worldwide, providing overlapping custom and syndicated capabilities to the same enterprise clients Horowitz targets.

Direct peers

• Insider Intelligence (eMarketer): Insider Intelligence publishes digital and media consumer research subscriptions widely used by the same enterprise marketing and media clients Horowitz serves, with overlap in digital advertising and streaming coverage.
• Magid: Magid is a similarly-sized consumer insights firm focused on media, entertainment, and tech with syndicated and custom research offerings, making it the closest head-to-head comparable for Horowitz's core media insights practice.
• MRI-Simmons: MRI-Simmons provides syndicated U.S. audience and consumer studies used for media planning and multicultural targeting; its dataset focus parallels Horowitz's multicultural subscription reports.
• Hub Entertainment Research: Hub Entertainment Research is a boutique consultancy producing syndicated studies on streaming, viewing, and content engagement; its portfolio closely mirrors Horowitz's State of Media, Entertainment & Tech series in scope and audience.
• Mintel: Mintel is a consumer research publisher offering syndicated product and category insights to brand marketers, overlapping with Horowitz's custom qualitative/quantitative research for consumer brands.

Emerging players

• PQ Media: PQ Media is a smaller media research firm producing syndicated reports on entertainment, advertising, and digital media; its narrower scope and size position it as a close emerging peer to Horowitz's media practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HorowitzInsight
• Facebookfacebook.com/HorowitzResearch
• LinkedInlinkedin.com/company/143416
• Instagraminstagram.com/horowitzresearch

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Horowitz Research