When Mario Carrasco was a high school English teacher, he never thought a career change would wind up with him becoming the head of a multi-million dollar company., a market research firm focused on providing companies with data that allows them to better cater to multicultural audiences in the U.S. and Latin America.ThinkNow is now one of the largest multicultural market research companies in the country, with big-ticket clients such as Google and Honda.
"I took an LSAT prep course and quickly realized the people there were not for me. very different than literature, humanities people," Carrasco said. This woman went from making bars of soap in her kitchen to selling them at Nordstrom — all with $110K in debt With the goal of getting a job closer to home, Carrasco stumbled on an opportunity that wound up changing the course of his life: market research."I started to look for jobs closer to me, and that's how I got into market research," Carrasco said."It was probably the biggest decision I made in my career."
"We created the website in Spanish and, flash forward, it became the largest U.S. Hispanic panel," he said. And so they got to work on starting their own market research company, focused not only Hispanics, but also on multicultural audience research."Companies are always putting off multicultural marketing. It's like 'next year, next budget, next quarter,'" Carrasco explained."So we wanted to be a call to action."And to Carrasco's surprise, the first couple of months were great for the company, particularly because they launched in a space they already understood.
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