Edward Rincon

Edward Rincon, Ph.D., is an Adjunct Professor in the Marketing department at The University of Texas at Arlington, College of Business. He holds a Ph.D. in Educational Psychology from The University of Texas at Austin (1979) and has over four decades of professional experience in multicultural survey research and market analysis.

• Position: Adjunct Professor, Marketing
• Institution: The University of Texas at Arlington
• Email: edward.rincon@uta.edu

His academic and professional work centers on advancing rigorous, inclusive methodologies in research involving multicultural populations, particularly Latinos and Asian Americans.

Research Interests

Dr. Rincon's research spans a broad range of interdisciplinary topics, including sources of bias in multicultural studies, healthcare and disease trends, political behavior, food insecurity, racial bias in ability testing, environmental contamination, and retail redlining. He emphasizes the importance of culturally and linguistically appropriate research design to ensure data validity and inclusivity.

He is the developer of SERENITY®, a patent-pending, multi-modal, multilingual survey response system designed to overcome limitations in traditional survey practices such as English-only formats, single-mode data collection, and biased sampling frames. He also created Populus USA®, a mobile app providing demographic insights on U.S. race-ethnic groups.

Professional Engagement and Impact

Dr. Rincon is the founder of Rincon & Associates, LLC, a research firm that has served clients across banking, healthcare, government, education, media, and retail sectors. His expertise has been featured in numerous media outlets including the Wall Street Journal, Advertising Age, Dallas Morning News, and NPR. He has delivered presentations to professional organizations such as AAPOR, Texas Bar Association, and American Marketing Association.

Teaching

He has taught courses including Multicultural Research Methods (MARK 5350) and Marketing Research (MARK 4311) at UT Arlington, focusing on statistical methods, survey design, and Hispanic marketing strategies.

Public Policy and Commentary

• Co-authored a public policy paper on Texas' economic prosperity and public-private infrastructure partnerships.
• Authored influential commentaries on immigration trends, Latino leadership, survey industry challenges, and food deserts in Dallas County.
• Advocated for improved multicultural research practices, warning against the pitfalls of generalist providers and promoting culturally competent methodologies.

Notable Projects

• Launched a 2024 study on access to food providers in Dallas County, identifying over 90 food deserts, particularly in Southern Dallas.
• Conducted studies for major clients including UT Southwestern, Baylor Health Care, Texas Instruments, Coca-Cola, and American Airlines.
• Pioneered research on Latino consumer behavior, media usage, and political participation since the 1980s.