i innovation | Joel Rubinson on Marketing Research
Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Aug

21

When are brand extensions a good idea?

In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment

Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.

Jun

29

What’s a Researcher Like Me Doing in a Place Like This?

In: Research is Cool, advertising, branding, innovation, listening, research transformation
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Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.

Apr

27

Research needs a seat at the social media table

In: innovation, listening, research transformation, social media
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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.  I was the only researcher there, sitting next to some pretty impressive people…the CEO and founder of [...]

Apr

7

What type of innovator are you?

In: innovation
2 Comments

Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings:
•    Market entrenchment
•    Market reinvention
Market entrenchment looks like this.  Someone creates an innovation that establishes a new market.  The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves to reinforce the [...]

Mar

24

Innovating Innovation

In: innovation
2 Comments

Monday at the ARF, a rather remarkable grouping of industry leaders brainstormed about a new set of principles for how to innovate.
The main purpose of the meeting was the on-going research transformation initiative at the ARF and participants included research/consumer insights leaders from CBS, J&J, Levi Strauss, Unilever, the former head of research at Zenith [...]