7:45 am — 9:00 am
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Marketing Research SIG

Topic: Using Soccer to connect with Multicultural audiences
Facilitator: Luis Carlos Diaz, Marketing Strategy and Consumer Insights professional


Join us for the next Marketing Research SIG to hear Luis Carlos, to discuss using soccer to connect with multicultural audiences.  The following is an outline of his talk.


  1. US as a multicultural country – the changing landscape
  2. Rise of soccer in the US
    1. Fans
    2. Teams
    3. Challenges and opportunities
  1. US Hispanics and Soccer
    1. US vs. Mexico national teams
  1. Role of Transmedia in reaching multicultural audiences
  2. 2018 World Cup
    1. Media landscape
    2. National teams and loyalties
    3. Opportunities for brands and sponsors


Luis Carlos has worked in Market Research and Marketing Strategy in his professional career. Most recently, he leads Digital Nexus LLC, a consulting firm helping small businesses navigate and use Digital and Social marketing to reach target clients.


He is active in community activities as VP Corporate Relations for PROSPANICA Cincinnati, Advisory board member of the Cincinnati Hispanic Chamber of Commerce and Advisory Board Member of the Diabetes Hands Foundation.


Luis Carlos has more than 20 years of experience in market research, marketing, business development, multi-cultural marketing, and leading cross-functional teams in Venezuela, Latin-America and the US with top multi-national companies like Procter and Gamble, Farmatodo, 3M and Ipsos. His work has allowed Luis Carlos to be exposed to different cultures and industries throughout the Americas helping brands and companies to understand consumers and turning insights into actionable business strategies.


Luis Carlos holds an MBA and Bachelor’s degree from Universidad Metropolitana University (Caracas, Venezuela), and a Mini-MBA certification from Miami University (Oxford, OH)



About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.


Eventbrite - November, 2017 SIGs


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May 23, 2018
7:45 am - 9:00 am
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