Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Apr

16

Marketing insights into how we decide

In: Uncategorized, behavioral economics, branding, marketing
4 Comments

The decision before the decision might be the more important one for marketers. Marketers need to learn about the opportunities inherent in influencing what are called second-order decision strategies.

Apr

5

What Marketing Research needs to learn from Behavioral Economics

In: behavioral economics, market research
6 Comments

A behavioral economist might offer, “It’s not your survey that’s a delicate instrument, it’s the human mind!” The challenge to producing consistent and reliable marketing research data goes well beyond sample representativeness. Marketing researchers need to think more like Behavioral Economists.

Mar

16

Marketing Research Transformation is Not an Option

In: innovation, marketing, research, research transformation, social media
2 Comments

The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.

Mar

8

The importance of brands to a free society

In: advertising, branding
9 Comments

Feel the stories of people who grew up in cultures without choice where daily existence was defined by deprivation rather than hope. Freedom is spelled C-H-O-I-C-E, and that is the importance of marketing and brands.

Feb

27

Ten big marketing trends, part III; the changing consumer

In: listening, marketing
1 Comment

Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.

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