Garcia is described as a “leading voice” in documenting social and demographic shifts across the US, and his work with the company will focus on developing new ways to reflect that.

Carlos Arce, a co-founder and chief scientist at EthniFacts, said: “Guy will provide us a rich perspective on the intersection of media and technology with societal trends and consumer culture. His continued speaking and writing engagements also provides us a strong voice for extending our reach in the marketplace.”