![Prepared by: ,[object Object],Joel Rubinson, President Rubinson Partners, Inc. ,[object Object],“Marketing and research consulting for a brave new world”,[object Object],E-mail: joelrubinson@gmail.com,[object Object],Slideshare.net/joelrubinson,[object Object],Oct 15, 2010,[object Object],The Future of Consumer Insights,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-1-2048.jpg?cb=1668746643)
![My role here today,[object Object],President of Rubinson Partners, Inc.,[object Object],Retained as ARF executive to continue to drive Research Transformation and Shopper Insights,[object Object],Former Chief Research Officer at the ARF,[object Object],2,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-2-2048.jpg?cb=1668746643)
![Research Transformation Journey,[object Object],New blueprint,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-3-2048.jpg?cb=1668746643)
![On July 15th 2008, we began a journey,[object Object],13 industry leaders spent a day at the ARF to discuss “listening”,[object Object],Advertisers: Procter, Unilever, General Mills,[object Object],Providers: Nielsen, TNS, Motivequest, Keller-Fay,[object Object],Media: ESPN, Razorfish, Digitas,[object Object],Within 45 minutes, the topic shifted:,[object Object],“Research has lost its ability to see the big picture; to hearthe unexpected”,[object Object],“Surveys are torture for respondents”,[object Object],“Research needs to inspire; storytelling is key”,[object Object],“Research used to be discrete events, now there’s a continuous,[object Object],Flow of insights that we can tap into”,[object Object],4,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-4-2048.jpg?cb=1668746643)
![Bell Curve of Product Research Spending,[object Object], 80%,[object Object],of,[object Object],Funding,[object Object],Reallocate $$$,[object Object],$$$ Reallocate,[object Object],EVALUATION,[object Object],&,[object Object],TESTING,[object Object],CONSUMER,[object Object],FEEDBACK,[object Object],INNOVATION,[object Object],“Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-5-2048.jpg?cb=1668746643)
![The current landscape,[object Object],85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.,[object Object],P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied),[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-6-2048.jpg?cb=1668746643)
![7,[object Object],Non-believers,[object Object],60%,[object Object],50%,[object Object],40%,[object Object],30%,[object Object],20%,[object Object],10%,[object Object],0%,[object Object],C-Suite,[object Object],Marketing,[object Object],Sales,[object Object],Region,[object Object],Finance,[object Object],Heads,[object Object],Research Has High Level Champions…,[object Object],60 % of those surveyed had C-Suite level advocates for research.,[object Object],…But “Skeptics” Throughout,[object Object],“Skeptics, those who either avoid using research or use it in a discretionary fashion come from all over the organization:,[object Object],[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-7-2048.jpg?cb=1668746643)
![OperationsP1-Q2a. Who are the most important champions of the marketing research department in your organization? ,[object Object],P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead? ,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-18-2048.jpg?cb=1668746643)
![Revisualizing research.,[object Object],A brand is a belief system, reinforced by a system of behaviors. ,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-19-2048.jpg?cb=1668746643)
![Research must move from point A to point B,[object Object],Marketing Research Today,[object Object],Marketing Research Tomorrow,[object Object],[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-20-2048.jpg?cb=1668746643)
![Inconsistent impact on strategy,[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-26-2048.jpg?cb=1668746643)
![Why now?,[object Object],[object Object]](https://image.slidesharecdn.com/thefutureofconsumerinsights-101016102345-phpapp02/75/the-future-of-consumer-insights-27-2048.jpg?cb=1668746643)
The future of consumer insights
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The future of consumer insights
- 8. Sales
- 10. Brand Managers
- 11. Channel Managers
- 13. CFO
- 15. Events Marketing
- 17. Marketing
- 21. Courage to take a stand
- 22. Driving strategy
- 24. Answers research questions with technical proficiency
- 28. Role of emotion and low attention processing
- 29. Heuristics for simple decision-making
- 30. People as social creatures
- 31. Social media
- 32. Biometrics
- 34. Retail
- 42. Mobile
- 43. Social
- 45. Reflecting changing societal values, lifestyle trends, and brand engagement
- 46. Mostly naturally occurring, on-going 24/7
- 47. Some tributaries are “man-made” and proprietary like a brand tracker
- 57. Metrics of the transformed organization (end of year)
- 60. 2020 vision (big changes, digitalization, the river) (Dec)
- 61. Engagement and talent; buyer implications, supplier implications, talent implications (Dec)
- 62. Roadblocks and strategies for circumventing (Nov-Dec)
- 63. Reanalysis of Ogilvy winners
- 64. JAR article