Roy Eduardo Kokoyachuk

Managing Partner at ThinkNow Research

Roy Eduardo Kokoyachuk is a Managing Partner at ThinkNow Research. He started his career at Warner Bros. Media Research. A desire to pursue multicultural market research full-time led him to join a full service Hispanic & multicultural market research company, in 2003 as Vice President of Advertising Research. He became Executive Vice President in 2006 and opened an operations center in Tijuana, Mexico and directed the company’s entry into online research. In 2009 he initiated the creation of the first nationally representative opt-in market research panel of U.S. Hispanics – CadaCabeza. This panel broke new ground in panel building by focusing on the recruitment of Spanish speaking Hispanics as well as the English speakers typically found on online panels. He co-founded ThinkNow Research to further pursue his passion for multicultural consumer insights.

Monday, September 30, 2019

7-8:30 A.M.


Growing Revenue in California’s Multicultural Growth Markets

Two demographic transformations are in play right now. A record share of the population is going gray and the population is rapidly becoming majority multicultural. Each of these shifts would by itself be the defining demographic story of its era. The fact that both are unfolding simultaneously has enormous social, political, economic, and business implications for the California supermarket and food industry.

African American, Asian-American and Hispanic consumers are collectively influencing the whole of the grocery industry while at the same time, multicultural flavors are influencing the taste preferences of non-Hispanic whites and society at-large. Best in class supermarket operators and brands across the country are stepping up their game to understand how to appeal to these “sweet spot” shoppers.

How are you organizing to capture multicultural sales? How are you leveraging external partners to support learning and execution? Let’s jointly explore the customer experience, technology, assortment, merchandising and marketing that will position your stores and brands at the head of the curve when it comes to attracting and retaining these shoppers.