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: 08/02/2022

    Will Amazon deliver same-day results for GNC, PacSun and other retailers?

    Yes, Amazon is becoming an ecoystem of resources to shoppers. You could say it is a second metaverse and one that is perhaps more important than Facebook.
  • Posted on: 08/01/2022

    Dynamic pricing may be ‘stuck in the mud somewhere in the swamps of Jersey’

    There is a fine line (or maybe no line at all) between "dynamic pricing" and "price gouging" in the minds of the consumer. Surge pricing by Uber causes the same reaction when the surge is caused by a storm, criminal event, etc. It depends on how much you care about consumer goodwill. In the case of ticket sales, I suspect they don't care at all.
  • Posted on: 07/08/2022

    Walmart and Target take different approaches to Amazon’s Prime Day

    I like it. Why play by Amazon's rules and let them set the agenda? You have your own pricing and promotion strategies in place and let them respond to YOU.
  • Posted on: 07/06/2022

    Will Ben & Jerry’s be Ben & Jerry’s if its Israel unit’s sale goes through?

    Ben and Jerry (the people) declaring they are supporters of Israel is disingenuous. Behavior speaks louder than words. Their behavior regarding Jewish settlements and hiring Linda Sarsour as a spokesperson speaks much louder than any press release. Furthermore, I assume Unilever bought a brand in a way that gave them control, not just a profit stream so they can call the shots. However that is for the lawyers to decide.
  • Posted on: 07/05/2022

    Will Amazon’s grab-and-go tech elevate store analytics?

    I'm a bit confused. Don't retailers share brand and SKU sales data already via POS? So this is a tech power version of incomplete data that was once complete? I see the value of JWO to the consumer, but marketers? It adds something -- maybe -- if this is IN ADDITION to POS but, as a replacement, it would be a step backward. I wonder what percent use Scan It in Stop & Shop. As a shopper I always found it to be more trouble than it was worth.
  • Posted on: 06/23/2022

    There might soon be no one left to hire at Amazon’s warehouses

    In subscription business marketing, people often forget that churn means you eventually get a shot at regaining lost customers so the way they leave your service is a strong conquest driver (re-conquest). If Amazon realizes they need to populate their warehouses with RE-hires, it should affect how they handle the send-off of employees as they leave. They could even have a "rehire program" that sweetens the deal for people to come back.
  • Posted on: 06/08/2022

    Should retailers prepare to serve customers in ‘post-car’ suburbs?

    How is that different from, say, Tanger Outlets?
  • Posted on: 06/07/2022

    Target isn’t wasting any time in cutting the glut from its inventory

    Markdowns to clear inventory can be communicated in a positive way to consumers given the inflation we are seeing for the first time in 40 years. Given that Target have decided this, they need to get marketing aligned to the most positive message possible to consumers about supporting them in these tough times.
  • Posted on: 05/11/2022

    Do Netflix subscriber headwinds hold lessons for retailers?

    As I predicted four years ago in two blogs I wrote, Netflix will move to a dual subscription structure where a lower monthly fee will be partially ad supported. I believe this will lead to a surge in accounts, accompanied by a surge from eliminating password sharing, and an even bigger surge in profits as their first-party data would be unmatched for brand building advertising. There is no parallel to retail.
  • Posted on: 05/10/2022

    Can Starbucks replicate the ‘third place’ in the metaverse?

    This is a tough one. Starbucks has always been the leader in social spaces — Facebook followers, quantity of conversations in social media — but I felt it was rooted in a physical experience. In my neighborhood, there is a bit of a traffic jam at 7AM from people who MUST get their Starbucks on their way to work or school. Realizing that there is a metaverse and NFTs is admirable, but I think their efforts must be tethered somehow to the physical experience of Starbucks or at least to drinking their coffee you brewed at home. Can they find that narrow pathway? It's unclear, but I agree they must try.
  • Posted on: 05/09/2022

    Grocers fret over how to pass higher costs onto customers

    A different way to go -- strong private label, advertising to develop brand value perception and focus on keeping shelves stocked which is becoming a problem. With all of that, pass along the price increases and don't agonize over being the lowest priced retailer on national brands.
  • Posted on: 05/02/2022

    Victoria’s Secret expects to have a beautiful experience on Amazon

    I believe that marketers have underestimated the brand building value inside of Amazon. So not only is VS expanding distribution (a good thing) but having an Amazon storefront is a progressive way to think about brand building. Bravo.
  • Posted on: 04/18/2022

    Will Amazon’s fuel surcharge irritate its marketplace sellers?

    Yes, highly reasonable. These costs will probably get passed along to consumers. Amazon charges and higher costs to consumers for transportation costs are just the economic reality.
  • Posted on: 04/15/2022

    Will Amazon have to ground its drone program?

    A little creepy given that drones can be used for surveillance and a little scary in that drones can be used for military and terrorist payload delivery. Not now, the world is too freaked out.
  • Posted on: 04/14/2022

    Are tattoos no longer taboo on retail selling floors?

    Unless the tattoo has something objectionable about it (husband of best friend of my daughter has f*%k tattooed on his fingers -- not cool), I'd say it's well accepted in society. Even Mike Tyson-style face tattoos are OK. Imagine if I needed tech support at a Staples and the person had a face tattoo but knew exactly what my problem was and how to fix it. I'd be delighted not offended.

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