HOWARD MOSKOWITZ ON MIND GENOMICS
We were first introduced to Dr. Howard Moskowitz in Malcolm Gladwell’s piece The Ketchup Conundrum, published in the New Yorker and in Gladwell’s book, What the Dog Saw. A celebrated experimental psychologist and author of 24 books, Moskowitz has got mapping consumer tastes down to a science.
While focus groups ask questions, Moskowitz’s Mind Genomics – and the market research technology he invented to support it – runs experiments to reveal segments of consumer preferences, creating sophisticated models out of mindsets. At our office, he demonstrated how widely his methods can be applied, with a recent case study where his research helped provide insight into the complex consumer attitudes towards Gulf Coast seafood after the oil spill, an ecological disaster fraught with emotional and financial overtones.