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Research papers

Sustainability, higher margin opportunities & economic crises

The recent economic downturn resulted in the rapid deterioration of the appeal of 'classic' luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium. This presentation...

Catalogue: Congress 2009: Leading The Way
Authors: Howard R. Moskowitz, Alex Gofman, Marco Bevolo
Company: Philips International
September 22, 2009

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

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

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

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

Research papers

Motivations to join

In a world where marketing messages are ubiquitous and consumers try to shield themselves from message proliferation by subscribing to do not call lists and using spam blockers, what hope do researchers have to meet the high sampling standards upon...

Catalogue: Panel Research 2006
Authors: Howard R. Moskowitz, Alex Gofman, Leyla Namiranian
Company: Decision Analyst, Inc.
October 8, 2006

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

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

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