Horowitz Associates Market and Multicultural Research rebrands as Horowitz Research

Horowitz Associates, Inc., Market and Multicultural Research has rebranded as Horowitz Research. In addition to the more streamlined name, the firm has unveiled a new visual identity and tagline: “Research. Insight. Innovation.”

“We are extremely excited about our company’s rebranding. This change in our brand identity reflects the evolution of Horowitz Research over the past thirty years,” says Howard Horowitz, President. “Our roots are in understanding consumers and their relationship to television, and over the years we have been at the leading edge of major developments in entertainment and communications technology. Consumer behaviors and attitudes towards content, advertising, and new technology in today’s media environment are at the core of what we do.”

“The three principles laid out in our tagline—research, insight, and innovation—are the driving force behind our work,” says Adriana Waterston, Horowitz’s Senior Vice President of Marketing and Business Development. “We know that innovations come from great insight, and great insight starts with quality research. This is what we deliver to each and every one of our clients.”

The company’s new brand identity incorporates vibrant, blended colors that reflect America’s cultural diversity, an illustration of Horowitz’s longstanding thought-leadership in the multicultural space. Horowitz initially launched its Hispanic and multicultural division in 1992, long before marketing, advertising, and selling to multicultural audiences became the priority it is today.

The decision to drop “market and multicultural” from the company name stems from the firm’s perspective that multicultural America is America and all research should inherently consider multicultural consumers as integral to the general market rather than as separate, niche markets. “Especially when researching millennials and younger generations, our ability to look at the world through a multicultural lens provides an important and nuanced perspective that our clients value,” notes Waterston.