Joel Rubinson on Marketing Research

<p><a href="http://blog.joelrubinson.net/">Ten big marketing trends; part one–media planning</a></p> <h5><a href="http://blog.joelrubinson.net/"><img src="http://thearf-org-aux-assets.s3.amazonaws.com/misc/rubinson-blog-image-sm.jpg" alt="Blog" width="200" height="153" border="0" /></a></h5> <p><strong>Visit Joel's Blog at <a href="http://blog.joelrubinson.net/">http://blog.joelrubinson.net</a>.</strong></p> <h2>Some of the many thought-provoking posts</h2> <h5>February 3, 2010</h5> <h3>Ten big marketing trends; part one–media planning</h3> <p>As I think about “rock my world” changes going on in marketing and media, they fall into three broad themes: changing our approach to media planning; changing our thinking about building brands and understanding the changing consumer and world we live in. This blog is about the first big bucket, changing our approach to media planning.<br /> <a href="http://blog.joelrubinson.net/2010/02/ten-big-marketing-trends-part-one-media-planning/">Read and share your thoughts »</a></p> <h5>January 22, 2010</h5> <h3>ARF President asks why is listening so scary?</h3> <p>Most marketing people “listen” to organic, naturally occurring online conversation because if they don’t, some boss is likely to criticize them. Or, they are afraid that when they look in the mirror, they see someone that is “out-of-it.” So, what do marketers and agencies do? They put “listening” on their to-do list. And then, they go off and do some listening. Good. It’s a start.<br /> <a href="http://blog.joelrubinson.net/2010/01/arf-president-asks-why-is-listening-so-scary/">Read and share your thoughts »</a></p> <h5>January 14, 2010</h5> <h3>How to make people curious about your brand</h3> <p>“Curiosity is an emotion related to natural inquisitive behavior such as exploration, investigation, and learning, evident by observation in human and many animal species.” <br /> <a href="http://blog.joelrubinson.net/2009/12/six-marketing-research-wake-up-calls-in-2009/">Read and share your thoughts »</a></p> <h5>December 30, 2009</h5> <h3>Six marketing research wake-up calls in 2009</h3> <p>2009 was a year where the marketing research profession got six big wakeup calls. For each challenge, I describe how marketing research must respond to remain relevant. <br /> <a href="http://blog.joelrubinson.net/2009/12/six-marketing-research-wake-up-calls-in-2009/">Read and share your thoughts »</a></p> <h5>December 18, 2009</h5> <h3>Getting the most out of online research</h3> <p>I am one of 5 market research bloggers who are writing on a common topic. You’ll also be hearing from Annie Pettit (organizer), Josh Mendelsohn, Bernie Malinoff (Element 54) and Brandon Bertelsen.. <br /> <a href="http://blog.joelrubinson.net/2009/12/getting-the-most-out-of-online-research/">Read and share your thoughts »</a></p> <h5>December 11, 2009</h5> <h3>Transforming research through listening</h3> <p>Jeremiah Owyang says it so clearly on his blog: “As Social Customers Become More Empowered, Organizations Must Have a Listening Strategy”</p> <p>He continues” “As we approach 2010 planning, companies need a strategy around listening. Sadly, most companies, and their agency partners don’t know why to listen or how. He adds that the top stages require evolving the classic market research organization. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>December 2, 2009</h5> <h3>Putting shopper marketing into the hands of the shopper</h3> <p>I predict that over the next few years three of the hottest marketing trends, digital marketing, shopper marketing, and mobile life will all converge to put shopper marketing into the hands of the shopper. Literally. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>November 24, 2009</h5> <h3>Are marketers mortgaging their brands’ future?</h3> <p>“<em>If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you</em>.”<br /> — John Stuart, Chairman of Quaker (ca. 1900)</p> <p>Certainly Mr. Stuart was right, but the irony is that few marketers systematically try to link brand-building efforts to changes in brand value, instead, judging their effectiveness by marketing mix modeling results on short term sales or bumps in intermediate measures such as awareness or purchase intention. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>November 19, 2009</h5> <h3>The 4 things that Social Media and California Raisins have in common</h3> <p>In a UK McCann-Erickson study, 67% of marketers admitted they don’t know as much about social media as they should. In fact, 14% of marketers don’t even think social media is here to stay. Do you think all of the other 33% “savvy marketers” really do know as much as they should? Are they all on twitter? Probably not—it’s just a theory for many of them. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>November 6, 2009</h5> <h3>Rebuilding a Great Brand Called Baseball</h3> <p>It’s baseball’s time, having just finished a great World Series with the biggest ratings jump this year (+40%) in history for the World Series. So let me merge my branding brain and my baseball heart for this blog posting.. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>October 19, 2009</h5> <h3>Make People Curious About Your Brand</h3> <p>Curiosity is built into us. From Wikipedia: Curiosity is an emotion related to natural inquisitive behaviour such as exploration, investigation, and learning, evident by observation in human and many animal species. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>October 8, 2009</h5> <h3>Let’s Hack Marketing </h3> <p>In Chris Brogan’s new book, Trust Agents he talks about how when people first encounter a game they start out as players, then the best players eventually become hackers and even reprogrammers of the game. If you ever really got into a video or computer game, you will remember that you found cheat codes to find hidden doors, get more lives, that kind of thing. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>September 30, 2009</h5> <h3>Online research: ARF launches a “Quality Enhancement Process” </h3> <p>As agreed to, I have created a DISCUSSION blog so please share your comments; the ARF needs to hear all ideas and reactions regarding online data quality and the Quality Enhancement Process we unveiled yesterday. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>September 30, 2009</h5> <h3>Online research: ARF launches a “Quality Enhancement Process” </h3> <p>As agreed to, I have created a DISCUSSION blog so please share your comments; the ARF needs to hear all ideas and reactions regarding online data quality and the Quality Enhancement Process we unveiled yesterday. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>September 24, 2009</h5> <h3>To understand social media, marketers must drop the C word? </h3> <p>The first ARF meeting on social media was held yesterday…and it was a masterclass.. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>September 1, 2009</h5> <h3>Building brands: are we putting too much trust in trust? </h3> <p>Larry Light, the former CMO at McDonald’s, said that we should think of brands not as trademarks but as trustmarks. Others agree: the name of the game when it comes to branding is building trust.</p> <p>I have a different point of view; I consider trust to be the easy part of the branding equation. Brands are about expectations…the intersection of the brand promise, the consumer (needs, desires, preferences, sense of self), and trust which is the belief that the brand will deliver on its promise. Desire doesn’t come from trust, it comes from the promise. Trust is the permission to act on the promise…but it’s the promise that attracts you. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>August 25, 2009</h5> <h3>Can Auto Dealerships be reinvented when the consumer is NOT boss? </h3> <p>This interview with Debbie Pruent, President of GfK Custom Research North America an auto industry expert is the second of a two-part series that began in Fast Company. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>August 21, 2009</h5> <h3>When are brand extensions a good idea? </h3> <p>Line extensions (e.g. a new flavor of Crest toothpaste) and franchise extensions (e.g. Crest Whitestrips®) are thought to be more affordable ways to introduce new products and have a higher success rate vs. creating completely new brand names. In this recessionary “do more with less” marketing era, brand extension strategies for new products become increasingly alluring. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>August 17, 2009</h5> <h3>Shopper “Path to Purchase”: A New Approach to Media Planning? </h3> <p>Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is. Shopper insights research shows that, for many products, 50% or more of purchases and brand choices are decided on right in the store. For such products, to put it in terms that media planners can relate to, shopper marketing is like recency on steroids. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h3><strong>ON FAST COMPANY: GM to Start Selling Cars on eBay: Now, the Auto Industry Should Reinvent the Dealership! </strong></h3> <p>I applaud GM's move to start selling cars on eBay, but it doesn't go far enough; let's reinvent new car dealerships from scratch, turning them into experience and servicing centers. Move ALL new car transactions to the Web (potentially in a kiosk area at the experience center), and take the high-pressure "salesman" out of the negotiating loop. <br /> <a href="http://www.fastcompany.com/blog/joel-rubinson/brave-new-marketing/gm-start-selling-cars-ebay-now-auto-industry-should-reinvent-">Read and share your thoughts »</a></p> <h5>August 4, 2009</h5> <h3><strong> Achieving Consistency in Research Results</strong></h3> <p>As the ORQC continues its journey towards a version 1.0 solution by September, I must reiterate that the number one issue we face in marketing research projects is data consistency. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>July 30, 2009</h5> <h3><strong>Seven ways marketing research can become strong</strong></h3> <p>Marketing research’s impact is blunted because it often gets brought into the process too late. Research must become viewed as “strong”; as embracing action and feeling accountable for business results, being future focused, a thought leader while staying true to the rigor of proven research processes. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>July 21, 2009</h5> <h3><strong>Ten reasons you should care about the shopper</strong></h3> <p>For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset. Shopping is about action more than preferences. It’s about the shopping trip rather than a single product category. Yet, shopper insights are critical for making shopper marketing work for your brand, enhancing your relationships with retail customers, and if you’re an agency, having a complete offer. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>July 8, 2009</h5> <h3><strong>ON FAST COMPANY: Building Brand Runways </strong></h3> <p>Marketers focus on their brands and customers as the family jewels--and they are. But there is another kind of marketing asset that I call "runways" and if you don't have them, you will miss huge opportunities. In this ADD world of rapid-fire Twitter streams, long-tail options, and media multi-tasking, you must be in the right place at the right time or the moment is lost. Runways are relationships your company can create with trading partners and consumers that make your brands accessible, and give YOU access to markets and marketing options you otherwise would not have. Let me illustrate. <br /> <a href="http://www.fastcompany.com/blog/joel-rubinson/brave-new-marketing/building-brand-runways">Read and share your thoughts »</a></p> <h5>July 6, 2009</h5> <h3><strong>Update on Online Data Quality: From Insights to Action</strong></h3> <p>We’re starting to see the light at the end of the online data quality tunnel.</p> <p>On June 9th , the ARF Online Research Quality Council (ORQC) presented detailed findings from an unprecedented US R&D project regarding online data quality, called “Foundations of Quality” (FoQ). Now that we’re into the 90 day action plan stage, I wanted to provide an update via my blog. <br /> <a href="http://blog.joelrubinson.net/">Read and share your thoughts »</a></p> <h5>June 22, 2009</h5> <h3><strong>How Advertising Works; The Second Right Answer</strong></h3> <p>There’s a rule in creative problem solving, “never accept the first right answer”.</p> <p>The second right answer is hard to come by. It requires a good BS detector, perseverance at amassing facts, ferreting out case histories and then distilling all that into synthesized learning. It must be compelling because you are challenging the incumbent; the first right answer. The second right answer must come from knowledge. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>June 16, 2009</h5> <h3><strong>Thinking About Research as a Brand</strong></h3> <p>In March, the ARF completed executive interviews among 19 research leaders representing large marketers and media companies. Overall, Research got a passing grade, but certainly didn’t make honor roll. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>June 10, 2009</h5> <h3><strong>Our shared future regarding online data quality</strong></h3> <p>On Tuesday, the ARF Online Research Quality Council presented detailed findings from an unprecedented US R&D project regarding online data quality, called “Foundations of Quality” (FoQ). Beyond the fact that it was about $1MM in research, it was unprecedented and quite remarkable as 17 leading online panel companies cooperated with each other and with large [...]. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>April 27, 2009</h5> <h3><strong>Research needs a seat at the social media table</strong></h3> <p>The Research profession has perennially sought a “seat at the table”. Last Tuesday, I had a seat at a (different kind of) table. I was part of a keynote morning panel on innovation at Ad:Tech in San Francisco. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>April 7, 2009</h5> <h3><strong>What type of innovator are you?</strong></h3> <p>Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings: market entrenchment, market reinvention. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>April 2, 2009</h5> <h3><strong>An Industry Event That Will Affect the Future of Research</strong></h3> <p>We at the ARF want to thank the thousands who were part of the ARF Re:Think2009 annual conference. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>March 27, 2009</h5> <h3><strong>The New 80/20 Rule of Marketing Research</strong></h3> <p>All of a sudden it hit me. The 80/20 rule flipped on its ear! What I’m referring to is that something like 80% of resources in the market research function goes towards “quantifying the expected”. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>March 24, 2009</h5> <h3><strong>Innovating Innovation</strong></h3> <p>Monday at the ARF, a rather remarkable grouping of industry leaders brainstormed about a new set of principles for how to innovate. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>March 20, 2009</h5> <h3><strong>struggling with social media? Go native!</strong></h3> <p>If you’re struggling with a social media strategy, you’re not alone! There are a number of reasons why social media is so hard to master. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>March 14, 2009</h5> <h3><strong>Are Marketers Getting It Wrong?</strong></h3> <p>Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? Maybe not so right. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>February 25, 2009</h5> <h3><strong>research is to learning as drillbits are to…</strong></h3> <p>Holes! paraphrased from the CEO of Black and Decker telling investors that no one wants 1/4″ drillbits but plenty of people want 1/4″ holes. Marketing organizations need research to create a culture of learning…and that means you need continuous listening for the unexpected. <br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>February 17, 2009</h5> <h3><strong>Social Media … Research Via the Art of Hearing the Unexpected</strong></h3> <p>As leaders gather at the ARF to discuss research transformation, something big is happening … a new vision for research that creates a learning organization.<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>January 29, 2009</h5> <h3><strong>Proving the power of storytelling</strong></h3> <p>OK. It’s a fact…storytelling works. Here’s the proof. At the ARF event in San Francisco on Tuesday, a number of presenters (including yours truly) used stories … specifically creation stories (for example, I described the meeting and the moment when the research transformation initiative was born on July 15th at the ARF).<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>January 23, 2009</h5> <h3><strong>all a-twitter</strong></h3> <p>Based on Mumbai and the recent crash landing in the Hudson, there is no question about social media, especially Twitter, as a news source. I encourage all of you to <a href="/assets/forum-09-twitter">view this video on twittering</a> that Pete Blackshaw from Nielsen and Diane Hessan from Communispace.<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>December 23, 2008</h5> <h3><strong>So, what’s the story?</strong></h3> <p>Research transformation is more than employing new tools to get at what consumers in a 2.0 world think and do, it is about finding ways of bringing those findings to life.<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>October 30, 2008</h5> <h3><strong>After Oct 29th, there’s no turning back</strong></h3> <p>The ARF had an amazing day on Oct 29th. Over 200 people, many research leaders, starstudded lineup of speakers ... all knowing we need a new path forward.<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> <h5>September 27, 2008</h5> <h3><strong>Advertising and Snowdays</strong></h3> <p>An article recently appeared in AdWeek, entitled “You Can’t Avoid Ad Avoidance…” Provocatively and correctly, Greg Stuart asks, “What is the future of a business where the consumer hates your product — in this case, advertising?” You get the point, I’m sure. Obviously, marketers need to find better ways of having their brands’ communications welcomed into people’s lives.<br /> <a href="http://blog.joelrubinson.net/">Read entire blog and share your thoughts »</a></p> 2009-09-03T00:00:00-05:00

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