PROFILE

Joel Rubinson

President, Rubinson Partners, Inc.

Joel is President of Rubinson Partners, Inc. marketing and research consulting for a brave new world. Prior to that, as Chief Research Officer at The ARF, Joel interacted directly with hundreds of research leaders and drove the organization’s initiatives regarding notably:

  • Research transformation (designing the future of the profession)
  • 360 media and marketing
  • Social media and listening
  • Online research data quality
  • Shopper insights

Joel helped build awareness of the ARF and its priorities by building a sizable social media presence via a blog that achieved thousands of page views each month and with a twitter profile of nearly 3,000 followers.

Prior to joining the ARF, Joel was Senior Vice-President, Head of Advanced Solutions for Synovate North America where he was their leading branding resource and was also the global thought leader for shopper research. Before joining Synovate, Joel was at the NPD Group for many years, leading the creation of tools for brand equity management (BrandBuilder), new product forecasting (ESP), category management and designed many of their data collection and sampling methodologies as NPD changed from paper diaries to online research. Joel started his research career at Unilever.

Joel is also a published author of numerous papers in professional journals and frequent speaker at industry conferences. He has taught the official American Marketing Association advanced tutorial on brand loyalty and lectured at Columbia, NYU, Wharton, Amos Tuck School, and University of Rochester, among others. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU.

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  • Posted on: 09/23/2016

    Are smartphones changing how Americans shop from home?

    Smartphones are so integrated into our lives we don't even know how we use them ... it just happens. I conducted research on behalf of AOL a few years ago that showed that nearly 70 percent of smartphone usage is at home but advertising was geared to SoLoMo. That was a big disconnect. Smartphones are just part of our sense-o-round life and so if it affects all elements of our life, that must include how we shop!
  • Posted on: 09/20/2016

    Unilever makes ‘purpose-driven’ deal for Seventh Generation

    It's a business decision, not a form of altruism. If the business fundamentals make sense in terms of trend, appeal to certain demo groups, and gives the ability to find target consumers more efficiently, programmatically, fine.
  • Posted on: 08/17/2016

    Will other brands follow Birkenstock in cutting off Amazon?

    Very interesting. How much of a sales drop is a brand willing to endure to reestablish the purity of its brand presentation at retail? My inclination is to think Birkenstock should stay on Amazon.
  • Posted on: 08/11/2016

    Can (should) brands do without department stores?

    If they pull out of department stores, brands will see an immediate drop in sales of perhaps 30 percent. Are they ready for that hit? We'll see ... It might be a pendulum swing.
  • Posted on: 08/09/2016

    Kroger pushes its tech advantage

    Data-driven marketing gives repeatable advantages to those who master it. Better first-party data assets will result in better productivity from programmatic advertising and personalized promotion. As the retailer sees the magic, they will then understand the power of unified IDs which helps to solve omnichannel and the question of how to enrich with third-party data. Competing on data brings any marketer, including retailers, to a different place and playbook.
  • Posted on: 08/05/2016

    Why is Target making nice with Amazon?

    YES! Target offers a shopping experience that shouldn't have artificial boundaries from the consumer point of view. Restricting access to Amazon products doesn't strengthen the Target brand, it weakens it. This is the new world where retail brands are built from consumer-driven preferences for what to buy, how and when to buy it.
  • Posted on: 07/12/2016

    Walmart counters Prime Day with free shipping, no minimum required

    Amazon is just doing everything right. Now Walmart is playing catch-up, an unfamiliar and uncomfortable place.
  • Posted on: 06/28/2016

    Sears extends iconic brands in surprising ways

    Sears as a brand name feels like it had its best years in the 70s. Diehard, Craftsman, and Kenmore are still relevant, fresh, and powerhouse. What's to think about?
  • Posted on: 05/31/2016

    Should Gap sell on Amazon?

    Yes, Da, Ja, Oui! Amazon is a marketplace and its branding does not conflict with the brands it makes available. It's as if Gap is distributed in X percent ACV and now will be in 1.5 x X percent ACV.

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