S2E3 - Gene Rubin from Rivel on Everything You Need To Know About Perception Studies

In this episode of Winning IR, Mark Fasken sits down with Gene Rubin, President of Rivel—the largest global perception study provider—to discuss how companies can gain competitive advantages by utilizing research, insight, and distinctive communications. 

Gene talks about the insights and value a perception study can provide, what point IRO’s should consider conducting one, the value of hiring an outside firm, and more insights from his 20-plus year tenure at Rivel.

In this episode, we cover:

• What a perception study is
• The events that may trigger a need for a perception study 
• Some of the best practices to prepare for a perception study and ensure that it’s successful 
• Conducting a perception study one yourself vs hiring an outside firm
• Common misconceptions about perception studies
• The time commitment a perception study requires 
• The steps to take after a perception study has been conducted

About Our Guest

Gene Rubin is the President of Rivel, and has been with the company since 2000. He manages the overall growth of revenue and profitability of the firm while overseeing custom investor perception study projects for several dozen clients. Since joining the Rivel team, he has led 600+ investor perception study projects, advising senior management teams and boards in areas of strategic investor communications across all industries, with a heavier concentration in energy, materials, financials and industrials.

Gene helped to create Rivel’s Executive Intelligence Council (now GuideLign) program and is also heavily involved in its research and programming processes. In addition, he has served as a mentor supporting the growth of Rivel’s consulting team since 2006. He is a frequent presenter and panelist at NIRI local chapter meetings, regional conferences and national events.

Prior to joining Rivel, Gene spent eight years working as a stockbroker for various brokerage firms on Wall Street.

Much of Gene’s free time is devoted to School of Rock activities and his son’s rock & roll band, The Inoculated Canaries.

He earned a BA in International Business from Hofstra University.

Winning IR is brought to you by Irwin.

For more winning ideas, subscribe to Winning IR wherever you get your podcasts.

For more information, visit getirwin.com/winning-ir

Chapters

• 0:00 Gene Rubin/Rivel
• 1:20 What is a perception study?
• 7:49 When should IROs conduct a perception study?
• 11:50 Best practices for perception studies
• 15:14 Common pushback reasons against perception studies
• 27:24 Common misconceptions about perception studies
• 31:58 How should companies think about the time commitment for perception studies?