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.

  • Posted on: 01/19/2022

    NRF 2022: Albertsons’ CEO sees frequency driving grocery loyalty

    I have published numerous peer reviewed papers on this subject. Share, repeat rate, and penetration are measured outcomes of the same underlying generating process. It is the shopper's probability of choice vector towards all alternatives. This can be broken down so there is a vector for each shopping mission or each trip driver, etc. Once you know this vector, you can estimate share, repeat rate, etc. using a Beta probability distribution. The keys to growth are to move people towards higher underlying probabilities of choosing you and to activate those probabilities through properly targeted performance marketing. So loyalty, or penetration or even footfall are not drivers, they are important outcomes however.
  • Posted on: 12/22/2021

    Kraft offers reimbursements for cream cheese stockouts

    I'm not ready to hop on the bandwagon with this. I just went to Spread the Feeling website and it said all rewards have been claimed. That would upset me. In addition, there is no explanation given to consumers about the shortages. Consumers want information about why this happened and when it will get better. So I'd give Kraft's effort a failing grade.
  • Posted on: 12/21/2021

    Is the Great Resignation really about quitting the rat race?

    There are many unpredictable factors that were triggered by COVID-19. Reassessment of heath assumptions, crazed crime making normal life/work activities no longer assumed to be safe -- certainly these are factors. I would add generous governmental programs that give the financial cushion and safety net that gives people the opportunity to reassess, for the moment not having to live from paycheck to paycheck.
  • Posted on: 12/20/2021

    Kroger eliminates paid COVID-19 leave for unvaccinated

    I think this is an appropriate decision. It is not as strong as saying you can't work if not vaccinated but it reinforces that personal actions and decisions have consequences.
  • Posted on: 12/16/2021

    Do farmers markets need to be reinvented for the digital age?

    Farmers markets are a fun experience that I hope never goes away! However the exhibitors might want to establish a digital presence and e-commerce capabilities for non-perishable goods to supplement their physical booths.
  • Posted on: 12/16/2021

    Peloton laughs through a ‘Big’ problem

    READ THE SCRIPT! Horrible mistake by Peloton. Ralston made a similar mistake with their kids cereals (when they were in the business independently) by creating a Gremlins cereal and then finding out the movie was violent and not really for younger kids who were the consumption target for the cereal. On the other hand there is no safe approach as Mars found out when they pooh-poohed the idea of ET eating M&Ms. Instead, the movie helped to make Reese's Pieces a leading brand.
  • Posted on: 11/24/2021

    Jury says CVS, Walgreens and Walmart bear responsibility for opioid epidemic

    I see both sides. However I can't believe that the largest chains don't have access to government agencies and law enforcement to alert them to suspicious patterns.
  • Posted on: 11/23/2021

    Mob thefts rock retail. What can stores do?

    This is just the beginning unless society fights back. This is the result of ultra liberal policies that reduce felonies to misdemeanors, eliminate bail so criminals are immediately left out, and allow for justification of such actions based on social issues. Center cities will become ghost towns. electing Adams as mayor of NY is the first sign I see that things might turn around. He is a pro-cop, hard on crime democrat. More local government with this attitude is the only answer. Crimes like organized looting must be singled out with no bail and lots of serious jail time or retail outlets in center city with become a thing of the past.
  • Posted on: 11/22/2021

    How big a win is Sephora for Kohl’s?

    I love the move and it shows the power of co-branding. Sephora in Kohl's is a big brand image boost for Kohl's and brings Sephora to new customers from their perspective.
  • Posted on: 11/22/2021

    Should Macy’s de-omnify?

    This financial play would be as anti-consumer as you can get. And for that reason alone, this would be a disaster.
  • Posted on: 11/03/2021

    Will Bed Bath & Beyond ‘reach more customers than ever’ with Kroger collab?

    I see possibilities for Kroger here. I personally love to shop the kitchen section of BBBY and that is a great fit with Kroger. Upscale coffee makers, blenders, the latest ideas in hot air fryers, utensils, etc. And for BBBY, it gives them presence and scale without much real estate or staff. I like this!
  • Posted on: 10/27/2021

    What should retailers do about angry reviews?

    I often see businesses respond to negative reviews by saying that the satisfaction of their customers is of the utmost importance and that they will take the feedback seriously. Some even provide a mechanism for the reviewer to reach out directly to the brand. I'd say that is the best way to respond.
  • Posted on: 10/26/2021

    Kroger’s Home Chef meal kit biz joins the billion dollar sales club

    A billion dollar brand is rarified air! My assumption is that the demand for this is nested within shopping at Kroger so those who shop elsewhere represent other retailers who can take advantage of Kroger doing their marketing research for them. As a seasonal Florida resident, I know that Publix has a similar concept but it is in the store. Last time I was there, there was a tasting station but I'm not sure how that might have been suspended during COVID-19. All the products necessary to make the meal had secondary placement by the tasting station. If we think the billion dollar brand is conditioned on Kroger's percentage ACV, we see how much room there is for this new category to expand.
  • Posted on: 10/21/2021

    Walmart is ready to deliver ‘Black Friday Deals for Days’

    E-commerce has opened Pandora's box. Customers are now less willing to accept constraints on their shopping options. Endless aisles, 24/7 shopping, products delivered whenever and however you want, etc. What Walmart is doing is a good next step in that progression. Remember when they were upset that information about their Black Friday sales leaked out before Black Friday? Look how far we have come...
  • Posted on: 10/12/2021

    Rather than compete, Walmart inks exclusive deal with Netflix

    A merchandising deal is straightforward and should produce profit streams for both Netflix and Walmart. Now imagine if their relationship blossoms into second-party data sharing for addressable digital advertising! Walmart is already offering ad services. Imagine if their first-party data assets were enriched with Netflix recommendation engine profiles. This would be worth billions to Netflix as Walmart could challenge Amazon for number three in ad revenues (after Google and Facebook). And this would be VERY high margin revenue for both.

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