i media | Joel Rubinson on Marketing Research
Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Feb

3

Ten big marketing trends; part one–media planning

In: advertising, media
2 Comments

Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment

Dec

30

Six marketing research wake-up calls in 2009

In: data quality, listening, media, research, research transformation, shopper insights
8 Comments

Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.

Aug

13

Shopper “path to purchase”: a new approach to media planning?

In: advertising, media, retail, shopper insights, shopper marketing
7 Comments

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.