Our Team

David Morse | Principal, President & CEO

David Morse is the President and CEO of New American Dimensions, the nation's leading multicultural market research firm. Additionally, he is author of the book Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation.
David Morse is the President and CEO of New American Dimensions, the nation's leading multicultural market research firm. Additionally, he is author of the book Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation. Morse has advised clients that include Fortune 100 executives, marketers, and key business leaders on strategizing and executing million dollar campaigns. He is uniquely positioned to identify the complex and changing attitudes of hyphenated Americans; he regularly travels the country to personally conduct field research as a focus group moderator.

Julio Arreaga | Principal & Chief Operating Officer

Julio Arreaga is Principal and Chief Operating Officer of New American Dimensions. He draws from a diverse professional background that includes experience in the Dot Com, Interactive Media/Entertainment, Technology, and Financial Services sectors.

Julio Arreaga is Principal and Chief Operating Officer of New American Dimensions. He draws from a diverse professional background that includes experience in the Dot Com, Interactive Media/Entertainment, Technology, and Financial Services sectors.

Prior to launching New American Dimensions with David Morse and Thomas Tseng, Mr. Arreaga was the Controller of Cultural Access Group. In his role there, he oversaw and was involved in nearly all aspects of the business: including financial management, human resources, operations, and field research coordination. He played a considerable role in the field operations and management of client projects, including Pepsi, Levi’s, and Mervyn’s.

Before entering the world of market research, Julio was the Controller of Interactive Television Entertainment (ITE) where he oversaw Latin American business development and sales of interactive programming content targeting the youth market. He was also the CFO for Webchoice, an interactive technology software company that pioneered the integration of cross-platform technology between TV and online mediums. He also spent 9 years at Verified Audit Circulation (VAC) where he was responsible for magazine and newspaper audits and oversaw the market research department which conducted studies for Newspapers and Independent Yellow Pages.

Mr. Arreaga is a die-hard University of Southern California football fan, which is also where he earned his bachelor’s degree in Accounting. Born in Guayaquil, Ecuador, Julio came to the U.S. in 1974 where his family immigrated to New York. He now lives in Los Angeles with his wife and two kids.

Susana Sanchez | Principal & VP of Field Operations

Susana Sanchez joined New American Dimensions after working at Cultural Access Group of Access Worldwide Communications, Inc. for 9 years as Field Director. At CAG, Susana managed numerous quantitative and qualitative studies for domestic and international projects at the Los Altos and Los Angeles offices.

Susana Sanchez joined New American Dimensions after working at Cultural Access Group of Access Worldwide Communications, Inc. for 9 years as Field Director. At CAG, Susana managed numerous quantitative and qualitative studies for domestic and international projects at the Los Altos and Los Angeles offices.

She handled all phases of quantitative research from questionnaire development, translation, timing and fieldwork for telephone, face-to-face & door-to-door intercepts and internet projects. Susana has experience interviewing Hispanic, African American, Asian, Urban Youth and General Market consumers. She also developed the fieldwork in Los Angeles by establishing a team of Field Coordinators and Interviewers, while supervising all aspects of the quantitative and qualitative process for domestic and international projects.

Susana is well versed in many industries in both qualitative and quantitative research, including financial services, telecommunications, food and CPG, automotive and insurance, managing a variety of studies, including tracking studies, taste tests, door-to-door intercepting. Clients include: Kraft, General Mills, Nabisco, Colgate-Palmolive, Wells Fargo, Bank of America, Novamex, Ford, Landrover, ACNielsen Hispanic HomeScan Panel, Americatel, to name a few.

Prior to her current position, Susana has extensive research experience with the research firm Edelweiss & Associates in Buenos Aires, Argentina.

A native of Argentina, Susana came to Northern California with her family in 1993. She holds a degree in Business, Marketing, from UBA, University of Buenos Aires, Argentina.

Alexis Flores | Director of Consumer Insights

Alexis Flores is the Director of Insights & Product Development at New American Dimensions, Inc. A seasoned Multicultural market research specialist with a strong understanding and ability to feed insights into business strategies, delivering actionable results that impact business growth.

Alexis Flores is the Director of Insights & Product Development at New American Dimensions, Inc. A seasoned Multicultural market research specialist with a strong understanding and ability to feed insights into business strategies, delivering actionable results that impact business growth.

He has served Research Manager at Lopez-Negrete Communications, the largest Hispanic owned advertising agency in the United States, and Research & Insights Consultant at Santiago Solutions Group a business growth strategy firm.

In addition, Alexis leads the advanced analytics team for New American Dimensions, where he works together with data analysts and contract Statisticians to incorporate advanced analysis techniques to quantitative research projects including: conjoint modeling (ACA, CBC, ACBC) and max-diff scaling studies, multivariate analyses techniques such as regression models for understanding relationships, cluster for classification, PCA/factor for data reduction, correspondence for perceptual mapping (brand perception and associations), TURF for reach, decision trees, random forests and various regression models for predictive modeling.

Some of the clients that Alexis has worked for include Verizon (FiOS) and Wireless, Walmart, Wells Fargo, Bank of America, Pepsi, P&G and Health Net among others.

He holds a Bachelors degree in Sociology with an emphasis in Methods of Research from California State University Dominguez Hills and a Master's of Science in Data Analytics from Southern New Hampshire University.  He is bilingual, fluent in Spanish.  Alexis lives with his wife and daughter in Los Angeles.

David Lainson | Sr. Quantitative Project Manager

David Lainson brings more than 20 years of market research experience to the position of Senior Quantitative Research Manager at New American Dimensions. His experience includes a variety of quantitative market research projects across a wide array of industries.

David Lainson brings more than 20 years of market research experience to the position of Senior Quantitative Research Manager at New American Dimensions. His experience includes a variety of quantitative market research projects across a wide array of industries.

As a Senior Quantitative Research Manager at NAD, David is responsible for services clients, and managing quantitative research projects from inception to completion, with involvement in questionnaire design, field management, analysis of results, report writing, and presentation of results.

Prior to joining New American Dimensions, Mr. Lainson spent five years as a Research Director at OTX (Online Testing Exchange), where he managed online research projects, including tracking studies, concept testing, advertising testing, online marketing campaign evaluations, and other custom research studies. David also worked at Ipsos-ASI for 15 years, serving as the Western Region Client Service Director for advertising research projects (copy tests, campaign evaluations) in both English and Spanish. In addition, David managed the west coast research team for Ipsos-ASI. Mr. Lainson also served as a Research Director for PGR Research, a small custom research company.

Mr. Lainson holds a Bachelor of Arts Degree in Mass Communication from the University of Iowa. He currently lives in Burbank with his wife and son.

Raul J. Lopez | Principal & Chief Research Officer

Mr. Lopez is Chief Research Officer at New American Dimensions and is responsible for managing the company’s research and field operations. Raul has been working in marketing research for over 36 years and has designed, implemented and written reports for thousands of custom research projects, and moderated several hundred focus groups across all major multicultural segments.
Mr. Lopez is Chief Research Officer at New American Dimensions and is responsible for managing the company’s research and field operations. Raul has been working in marketing research for over 36 years and has designed, implemented and written reports for thousands of custom research projects, and moderated several hundred focus groups across all major multicultural segments.  In 2006 and 2010, Mr. Lopez and was awarded the Research Partner of the Year award by the Asian American Advertising Federation (3AF). In 2012, Mr. Lopez was awarded a lifetime achievement award in Hispanic Marketing Research by HispanicSource at the 16th annual Hispanic Marketing Midwest Conference.  One of the pioneers in U.S. Hispanic marketing research, his work on SRC’s U.S. Hispanic Market Report’s (The Blue Book) and the STARs (Spanish Television Audience Research) contributed significantly to the growth of the industry.