Gary Berman

Gary Berman is the CEO of Market Segment Research, which he co-founded 15 years ago alongside his wife Valerie Berman, to address the needs of marketers looking to understand the growing multicultural segments. Since then, MSR has set the industry standard for the development of research and strategic information regarding Hispanics, African-Americans, Asians, and a variety of niche segments.

Gary and his team assist companies with the “nuts and bolts” of custom ethnic market research, having conducted studies for more than 200 US corporations across a range of industries, including packaged goods, financial services, pharmaceutical, telecommunications, food and beverage, retail, technology, advertising, sports and entertainment, and publishing, among others. Together with his wife, Gary delivers a highly interactive and entertaining keynote presentation titled "Ketchup & Salsa: Cultural Competency For Profit," based on their 20-year multicultural marriage and their extensive experience in consumer and marketing insights. They conduct live audience polling during their presentations to gather real-time insights and provide actionable steps for audience members. MSR also helps companies implement Multicultural Knowledge ManagementSM, an approach to developing, warehousing, and applying multicultural marketing data within organizations.

Gary also offers a keynote program titled "Juxtapositioning™: How Business Can Get Multicultural Right," focusing on a results-driven approach to engaging multicultural market segments for sustained revenue. His presentations are known for their storytelling and engaging activities, aimed at making the sessions relatable and impactful. His work, alongside Valerie, has garnered significant recognition and positive reviews from conference organizers and attendees. Additionally, Gary and MSR publish the pioneering "Multicultural Market Report," a survey of multicultural Americans started in 1992. He also organizes and leads the MSR Multicultural Think Tank, a consortium of thought leaders and practitioners which has become the repository of longitudinal information on the evolution of Multicultural Marketing.

In recent consultations, Gary has contributed his expertise to major companies such as Walt Disney World, Best Buy, Ford Motor Company, Diageo, and others, helping them develop effective multicultural strategies. While Gary’s background may not be typical of an ethnic-American, his deep connection to multicultural dynamics was further solidified when he married into an extensive Latino family from Colombia, enriching his personal and professional insights into multicultural interactions. Valerie Berman, a partner at MSR, brings additional depth as the company is a fully certified, minority- and woman-owned business.