Leo Shapiro Obituary

Name: Memorial service for Leo Shapiro
Start: 2016-06-25T15:30:00.000Z
Location: University of Chicago Bond Chapel

A true legend in the field of market research, Leo Shapiro was a social scientist, innovator, iconoclast, storyteller, and grandfather whose work helped hundreds of companies, investors, and entrepreneurs turn their ideas into reality. When he died, at the age of 94, he was likely the oldest currently living survivor of polio. Born in the Bronx and educated at the University of Chicago, Shapiro pioneered a behavioral approach to market research that probed the psychological and evolutionary underpinnings of human habits and behavior. During World War II, he conducted research for the U.S. government - including pioneering work on measuring the employment rate and developing the data collection system to support the wartime rationing. Afterwards, he founded the Chicago-based market-research firm, Leo J. Shapiro & Associates. Leo was an iconic force in the Chicago business community for more than fifty years. The public knew Leo best as "Father Christmas," for his annual appearances on the local and national news during the holiday season. But leaders of businesses and organizations throughout the country knew him as an innovative researcher who had an uncanny knack for identifying trends and predicting the future. His counter-intuitive insights were often surprising, and inevitably correct. Jewel Foods, Staples, Sam's Club, Target, Walmart, Petsmart, Kimberly Clark, and many other companies relied on Leo's research to help them develop products and make key decisions. He helped develop such household items as the disposable diaper and electric toothbrush, and was instrumental in developing the concept of "big box" retailing. Leo was also known for his quick wit, droll sense of humor, and endless supply of inspired stories and anecdotes, as well as his teacher's gift for making complex information seem deceptively simple. He was an endlessly curious student of human nature, and through his work he believed that he could use rigorous research to reveal the truth, and help make the future a little less mysterious. Now, he is part of that mystery. A tremendous friend and mentor to many, as well as a devoted father and grandfather, Leo Shapiro is survived by his wife, Ginny, his children-David, Erik, Owen (Lum), Amy (Bob) -and five grandchildren (Madeline, Calvin, Julius, Richard and Rockwell). A memorial service will be held Saturday, June 25, 10:30 a.m., at University of Chicago Bond Chapel.

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Published by Chicago Tribune from May 28 to May 29, 2016.

Memories and Condolences
for Leo Shapiro

6 Entries

W. STEVEN RUBOW

May 23, 2021

There are four men who have been instrumental in my career . . . Art Babendererde, Harry Beckner, Charles Handy and Leo Shapiro. Art gave me my first job in the retail industry; Harry gave me my first job in retail management; Charles gave me the philosophical underpinning within the business world . . . and Leo, who contributed over the longest period of time . . . over 55 years, and still does. I very often recall instances, learning discussions, which guide me today. He taught me business principles that will endure forever. Thanks, Leo, for your friendship and your willingness to be involved in my life and in the life of my family.

W. RUBOW

May 22, 2019

Leo's name and my many experiences with him cause me to reflect on how he has directly impacted my life. He helped me fulfill my long term plans to teach, be involved with market research application and write for various business publications . . . thus extending my involvement in our industry, He leaves behind a long legacy through his actions and through the lives and actions of others. Always to be remembered.

John Shields

June 17, 2016

I, as so many others, gained greatly as a person and a marketer, from my association with Leo, directly during my career at Jewel Food Stores, later as CEO of First National Supermarkets, and during my years as Chairman of the Board of Wild Oats Markets. This was over twenty five years of direct association with Leo and his team.

Equally, or perhaps even more importantly, my broader life was influenced by his willingness to work with young people, and his continued search for the consumer's perspective and developing trends.

Leo was never satisfied by just the numbers generated by his research, he was forever seeking to see "over the horizon" that consumer perspective that was developing, but could not be seen by just asking consumers for their current perspective. He needed to understand what they would think in the future.

While he always wanted to share with us how we were performing from the consumer's perspective, he was even more enthused about future opportunities. Thus, while I learned much from Leo about the businesses which he studied, I equally gained from the disciplines that he taught!

He is greatly missed, and I can accurately say that there will never be anyone exactly like Leo Shapiro.

Matthew Smith

June 15, 2016

A Mentor, a Friend and Moving Force in my life and my family. I will miss your brutal honesty and kind advice which helped me mature as both a person and a researcher. You were truly a "one in a million" and I consider myself privileged to have been one of the lucky ones you took under your wings.

Steven Rubow

June 3, 2016

I first met Leo 1n 1963 . . . 52 years ago . . . and have had interaction with him all the years in between. Leo's mind was always working; he never stopped thinking about ways to improve the status quo. He could always see a relationship between otherwise disparate events. People generally would credit him with thinking outside of the box; I prefer to think about this gift as thinking within his own box. When we were geographically close, we would meet oftensometimes to review ongoing projects, sometimes just to meet, mind-bend. It was during these meetings that I felt I got to know Leo.
Leo was very personal, taking an interest in individuals. Some of my family (Sharon and some of the children) got to see and interact with Leo at this level. Several still remember a visit to Lake Point Towers where Leo had his office. Leo took them down to the pool/garden level and spent quality time with them. We even would get into serious discussions about the untouchable subjects of religion (Leo being Jewish and I being Mormon) and politics.
Leo was always responsive to ideas. For example, Leo polled consumers every month about their reaction to everything from the economy to politics and general reaction to current events. Out of this, I was able to develop The Worry Index, which he began to incorporate into his monthly report. The reverse was also true, of course. Leo's insights were extremely valuable in developing a complete strategy change for produce at Jewel, a total label redesign for Topco products and the development of an industry-changing concept for what became generics.
Leo was always blunt. One never had to be concerned about getting honest, direct, unvarnished feedback. One that I recall only because of the potential repercussion. Leo was asked by Bob Mariano (of Roundy's) to evaluate the advertising campaign for the Rainbo Stores in Minneapolis. After viewing the television commercials, Leo unabashedly responded that they were the absolute worst commercials he had ever seen. (In this matter, Leo was trying to teach the principle that one must be sure that the product or service is secure before the packaging is changed or the promises made.)
Leo had a huge impact on my personal career following my stint with Jewel, Star Markets and Topco. The skills he mentored me in developing prepared me for opportunities to help companies utilize research results through application within their business. He respected me and he challenged at every turn. He trusted me to represent the Leo J. Shapiro company at the client level. He was the one who, when I indicated that my personal plans were to retire soon, connected me with The University of Chicago which concluded with a nine year stretch of teaching in their MBA program. This fit in beautifully in that my plans were to cobble together a career upon retirement that involved market research consulting, teaching and writing. On the consulting front he also insured that I would be given assignments to consult through LJS, insuring a client base.
Leo was a giant of a man inside of a relatively small company inside of a huge industry. He will be remembered by those who have had any interaction with him at all, to be a man of integrity and challenge, always looking to improve their lot. I will always feel close to him and to his family. I am sure that Leo is right now creating a monthly poll while on the other side of the veil, making the transition from one life to the next more exciting.

Marilyn Zimmerman

May 29, 2016

You do not know me......however...so sad for your loss......what an amazing person. Just a side note......my brother-in-law, who is 83, is a polio survivor as well. He lived in an iron lung for a year as a child. He was left with post-polio syndrome (lung weakness). It is important to know of other polio survivors. Today he is a divorce attorney and uses his voice loud and clear in the courtroom. I am sure Mr. Shapiro wore his survival proudly! [email protected]

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