Subject Matter Expert
Bob Tomei

President, Consumer and Shopper Marketing,
Core Content and Insight Services, IRI

Focus and Expertise:

  • Consumer and Shopper Insights
  • Consumer/Shopper Segmentation and Targeting
  • Digital Media Solutions
  • Test Marketing Solutions
About Bob Tomei

Bob oversees growth, development and management of IRI’s consumer and shopper insights, survey and segmentation, new product innovation, shopper marketing and activation services, and e-commerce solutions. He also manages the product-management function around IRI’s core content (point-of-sale, consumer, shopper, third-party supplier) services.

Bob is a recognized consumer-packaged goods industry veteran with more than 30 years of experience. He has a distinguished track record in general management and global marketing, developing innovative client solutions and creating strategic partnerships to drive profitable revenue growth, both in the United States and internationally. He is also an active sponsor and featured speaker at various industry associations and conferences, including the Advertising Research Foundation, the Food Marketing Institute and the Grocery Manufacturers Association.

Hot Topics
  • Path to Purchase – While the traditional path to purchase for CPG is still relevant for some categories and certain segments of the population, media and communications platforms such as digital, social and mobile are already influencing and disrupting the traditional shopper journey.
  • E-Commerce Evolution and Shopper Engagement – By 2018, more than 50 percent of all CPG category market growth will be online, so it is critical for both CPG retailers and manufacturers to understand how consumers will be shopping online versus offline across categories.
  • Emerging Segments – In order to take advantage of the changing marketplace, both manufacturers and retailers need to fully understand and align their position with rapidly emerging population segments, especially millennial and multicultural segments.
  • New Product Development – Inject innovation into new product development success by understanding actual shopper behavior-based insights and shopper behavior-defined competitive context. Maximum insights lead to the best chance of new product success at the lowest risk possible.
Thought Leadership


  • Path 2 Purchase Expo, Finding Growth in the Rapidly Evolving Path to Purchase, September 2016
  • NYU Stern Big Data Conference, The New Shopper Journey: Unique Millennial Segments, October 2015
  • GMA Leadership Forum, Navigating the New Realities of Millennials, August 2015
  • ARF Shopper Insights Forum, New Shopper Journey: Creating a New Shopper-Centric Road Map for Growth in a Changing World,April 2015
  • FMI Midwinter Executive Conference, Modern Family Decision Making, February 2015
  • Shopper Marketing Conference and Expo, The Shopper Journey Study: Understanding Today’s New Path to Purchase, October 2014


  • Founder of ARF Online Research Council
  • Co-Chair of ARF Shopper Insights Council
  • Board Member of the National Consumer Panel Company (IRI/Nielsen JV)