The duo said that they have set their sights on developing “game-changing research products and protocols” that span the entire product innovation process.

Rubinson (pictured) will use his experience in forecasting and modelling to assist the InsightsNow team in developing new product decision metrics for “contemporary CPG marketing approaches to innovation”.

He said: “Because the consumer is in control, marketing’s innovation emphasis must be on discovering ideas for products and experiences that address unmet needs in people’s daily behaviours and then testing those ideas in ways that are consistent. The marketing era of product feature-based differentiation and purchase intent-based action standards is coming to a close.”

His company, Rubinson Partners, will continue to operate independently throughout the course of the deal with InsightsNow.