It was founded in 1985 in New Rochelle, N.Y., by a man who was determined to deliver custom qualitative and quantitative research focused on consumers’ relationships to media, content and technology.
Now, Howard Horowitz, the founder and CEO of Horowitz Research, is planning for his retirement. As part of that goal, he has sold his company to another notable insights and strategies consultancy.
With Horowitz aiming to “spend more time with his family, his garden, and his social and political activism,” the research firm that bears his surname is now the property of M/A/R/C Research.
This puts in M/A/R/C hands thought leadership in the multicultural space, with Adriana Waterston and Nuria Riera continuing in their respective roles as key cultural insights specialists who will now manage the business; serving the television and digital media industries is included in these duties.
“We are forever indebted to him for his leadership and steadfast commitment to top quality, rigorous research and analysis and will miss him dearly!” the Horowitz team said of Howard Horowitz in a statement released on Tuesday.
“I am very excited about the acquisition of Horowitz Research,” said M/A/R/C CEO Merrill Dubrow. “I’ve enjoyed getting to learn more about the company and its team during this process. Their syndicated experience and client offerings are a perfect complement to M/A/R/C’s business.”
Moving forward, the Horowitz Research brand will operate under the M/A/R/C Research umbrella.
