Unique perspectives on the highest growing audience, backed by powerful insights.

Screen Engine ASI’s Spectrum (Study of PEople, Content, cultural Trends and Research across Unique Multicultural Audiences) is a full-service market research division that specializes in conducting research on Hispanic, international, and multicultural content. We partner with clients to understand the needs and preferences of these audiences, and to develop strategies for reaching them effectively.

Championing diversity entails acknowledging and appreciating the distinct viewpoints and life journeys of multicultural audiences/markets. Every business or service must actively listen to their customers’ voices and comprehend their needs. We respect the cultural pride, sense of collectivism, and progressive orientation of all cultures, and we believe that content should be created with the utmost care and attention to detail.

Equity surpasses mere equality. It entails thoughtful consideration of diverse backgrounds and individual needs. The pursuit of equity entails identifying population and cultural trends to ensure that our audiences receive equal representation in content creation across every country around the globe. We work closely with our clients to ensure that their content reflects the diversity of their audience and that it is created with a deep understanding of their cultural nuances.

Our qualitative and quantitative research methods prioritize the inclusion of our multicultural client’s target viewers/users, fostering a comprehensive understanding of the elements that drive engagement and trust. Our clients consistently appreciate our actionable recommendations, a reflection of our profound expertise in the Media Industry and more.

If you are looking for a market research partner who can help you to understand and reach Hispanic, international, and multicultural audiences, then Spectrum is the right choice for you. We have the expertise and experience to help you achieve your marketing goals.

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Full Service –

Spectrum is a full-service market research division that offers a wide range of research methods to help clients find answers to their most pressing questions to succeed among diverse and multi-cultural audiences.

Our services include:

  • Quantitative research: We conduct surveys both online and in-person to gather data on audience reaction, opinions, attitudes, and behaviors.
  • Qualitative research: We conduct focus groups, in-depth interviews, and ethnographic research to gain a deeper understanding of audience motivations and experiences.
  • Media research: We track media consumption patterns and identify trends in audience engagement.
  • Brand research: We help clients understand how their brands are perceived by Hispanic, international, and multicultural audiences.
  • Strategy development: We work with clients to develop and execute marketing strategies that reach these audiences effectively.

Deeply Steeped –

We are deeply immersed in pop culture, news, content, tech, creative and ad-sales research. We stay up to date on the latest trends in these areas, and we use this knowledge to help our clients create content that is relevant, engaging, and cutting-edge. We know the target because essentially, we are the target.

Customized Solutions –

Our team creates customized research solutions that go beyond traditional consumer attitudes and behaviors related to media consumption. We also conduct capability tests, playability, branding, marketing, and discovery research.

We are committed to providing our clients with the best possible research and insights so that they can make informed decisions about their media initiatives.

Experience –

We leverage our experience in conducting audience research across all categories and platforms and our commitment to representing the voice of all consumers.

We have a history of working with top content producers to develop and strategically position content for global audiences, including those in the US, Latin America, and Europe. The team is diverse and has over 80 years of combined experience in the entertainment industry, working on various mediums such as networks, cable, streaming, films, video games, and podcasts.

Capabilities –

We are a market research division that is constantly evolving and growing. We are always looking for new ways to push our research capabilities beyond traditional methodologies.

  • We have a team of experienced researchers who are fluent in Spanish and other languages, and who have deep understanding of Hispanic, international, and multicultural cultures.
  • We understand the cultural nuances of these audiences and how they impact their media consumption habits.
  • We have a deep understanding of the latest trends in these audiences and how they are shaping the future of media.
  • We have a network of contacts in these audiences that give us access to exclusive insights.

We believe that our unique perspectives and powerful insights give us a competitive advantage in the market research industry. We are committed to providing our clients with the information they need to make informed decisions about their marketing strategies.

Spectrum Team Key Members

Our Spectrum Team consists of some of the best and brightest researchers from across the industry, each leveraging their love for content and years of research expertise to provide creative and compelling insights and solutions for our clients.
Gustavo Ordonez Executive Vice President Gustavo is an international media and insights executive with an impeccable record of performance, leading consumer insights and content development for brands such as Disney, A+E Networks and most recently Univision. Prior to his 20+ years of experience in diverse role within media in the US, Gustavo worked in different marketing and business development roles at Coca Cola Company and McDonald’s and taught probabilities and statistics at Los Andes University.
Christina Parish Executive Vice President, The Television Group Christina has done substantial work in the areas of media consumption trends, promo and creative testing, marketing strategy and concept testing. She works extensively with domestic and international studios and networks and has an extensive background in brand health and product launch support.
Juana Crespo Executive Director With 17 + years in the media industry, Juana has a unique combination of sharp analytical skills, creativity, and resourcefulness as well as a passion for building strong relationships and driving professional development. She has served in numerous leadership roles in cutting edge consumer research initiatives and offers critical syntheses and action-plans to inform and influence business decisions made by senior management.
Miguel De La Torre Executive Director Miguel has extensive experience in domestic and international research, both quantitative and qualitative, particularly in the entertainment industry. He previously worked at NBC Telemundo, Sony Pictures, Televisa Publishing, and Young & Rubicam. With a Bachelor’s degree in communications from University of Miami, a business analytics certification from Cornell University, and a focus group moderator certification from Burke Institute, his areas of expertise include survey development, data analysis, custom presentations, client services, to name a few.
Isabella Uzcategui Manager Detailed-oriented professional with experience conducting qualitative and quantitative research to maximize market potential for clients in the entertainment industry. Proven ability to take initiative and keep learning in a fast-paced environment with tight deadlines and a small team. Passionate about the mix of storytelling and numbers. Highly enjoy transforming data into concise analysis that assess risks and opportunities for clients trying to survive in today’s extremely volatile entertainment industry.

“What makes Spectrum and SE/ASI unique is the love behind the process and our unrelentless commitment to a diverse and inclusive target environment where all consumers were created equal. We have a POV that allows us to elevate our insights. We look at the numbers but usually go beyond the numbers. It’s our passion for content and insights that make a huge difference. Our way of thinking brings about our superpowers as partners and researchers.”

– Gustavo Ordonez , Executive Vice President

“Our company’s power lies in the diverse brilliance of our researchers. At SE/ASI, we mirror our clients and audiences through our dedicated teams. We empower our employees, our diverse college students via internships and support our local communities. We are committed to infuse Diversity, Equity & Inclusion into the DNA of our company.”

– Juana Crespo , Executive Director and Diversity Equity & Inclusion, Committee Lead

Contact

Gustavo Ordonez

EVP of Screen Engine/ASI’s Spectrum™