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Research papers

Putting fragrance in perspective

Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected 'economic' (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas...

Catalogue: Fragrance 2009: The Trends Mistral
Authors: Howard R. Moskowitz, Rieko Shofu, Marco Bevolo, David Moskowitz
Company: Moskowitz Jacobs Inc.
June 26, 2009
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Citation

Moskowitz, Shofu, Bevolo and Moskowitz (2009a, June 26). Putting fragrance in perspective. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/putting-fragrance-in-perspective


Research papers

Learning to win

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...

Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
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Citation

Moskowitz and Hartmann (2008a, September 26). Learning to win. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/learning-to-win


Research papers

Where does fragrance fit into the product concept?

The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30...

Catalogue: Fragrance 2007
Author: Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
November 14, 2007
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Citation

Moskowitz, H. R. (2007a, November 14). Where does fragrance fit into the product concept?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/where-does-fragrance-fit-into-the-product-concept-


Research papers

How to generate global insights to create global brands

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an...

Catalogue: Consumer Insights 2007
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
May 7, 2007
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Citation

Moskowitz and Hartmann (2007a, May 07). How to generate global insights to create global brands . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/how-to-generate-global-insights-to-create-global-brands-


Research papers

Stock market activity

This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new...

Catalogue: Congress 2006: Foresight
Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Don Lowry
Company: Moskowitz Jacobs Inc.
September 17, 2006
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Citation

Moskowitz, Gofman, Rabino and Lowry (2006a, September 17). Stock market activity. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/stock-market-activity


Research papers

Innovation combining art, engineering and social-economy science

This paper presents two aspects of innovation for companies that fall into the class of 'solution providers'. The paper first provides a quantitative analysis of what drives the professional's perception of an innovative company.Data from an...

Catalogue: Innovate 2006
Authors: Howard R. Moskowitz, Alex Gofman, Iain Bitran
Company: Moskowitz Jacobs Inc.
May 10, 2006
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Citation

Moskowitz, Gofman and Bitran (2006a, May 10). Innovation combining art, engineering and social-economy science. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/innovation-combining-art-engineering-and-social-economy-science


Research papers

Asia: From the world's research back-office to the world's research strategic partner

This presentation shows a successful case history where a high-level market research company based in the United States 'trained' and then 'offshored' part of its complicated modeling systems, making its offshored supplier an essential part of its...

Catalogue: Asia Pacific 2006
Authors: Howard R. Moskowitz, Alex Gofman, Kedar Sohoni, Ashwin Mittal, Daniel Moskowitz
Company: Moskowitz Jacobs Inc.
March 19, 2006
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Citation

Moskowitz, Gofman, Sohoni, Mittal and Moskowitz (2006a, March 19). Asia: From the world's research back-office to the world's research strategic partner. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/asia-from-the-world-s-research-back-office-to-the-world-s-research-strategic-partner


Research papers

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005
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Citation

Gofman et al. (2005a, October 23). How can premium brands survive during an economic recession?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/how-can-premium-brands-survive-during-an-economic-recession-


Research papers

Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses

This paper presents a new approach to the measurement of fragrance 'ideas' (e.g. a fragrance for today woman), based upon the fit of a visual concept to a specific fragrance idea. The features of the visual concept are systematically varied by...

Catalogue: ESOMAR Fragrance Research Conference 2005
Authors: Barbara Itty, Howard R. Moskowitz, Brae McDonough, Aurea Gupton
Company: Moskowitz Jacobs Inc.
May 15, 2005
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Citation

Itty, Moskowitz, McDonough and Gupton (2005a, May 15). Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/capturing-the-algebra-of-the-customer-s-mind-for-fragrance-through-pictures-text-and-decompositional-research-analyses