|"I applaud you both.
Two thumbs up."
Prof. Subrata Sen
Professor of Marketing,
© 2007. Moskowitz and Gofman. All rights reserved. Photo of HRM by Paolo Gentile
Howard Moskowitz is president and CEO of Moskowitz Jacobs
Inc., a firm he founded in 1981. Dr. Moskowitz is both a
well-known experimental psychologist in the field of psychophysics
(the study of perception and its relation to physical stimuli), and an
inventor of world-class market research technology. Among his
important contributions to market research is his 1975 introduction
of psychophysical scaling and product optimization for consumer
product development. Whereas these methods are standard and well
accepted today, they required a massive culture change in the 1975
business community. In the 1980's his contributions in sensory
analysis were extended to health and beauty aids.
Alex Gofman is vice president of Moskowitz Jacobs Inc.
Dr. Gofman has been leading innovative market research and consulting
for many Fortune 500 clients as well as the development of new
methodologies and applications since he joined the company in 1992.
Dr. Gofman is well known as a co-inventor of world-class marketing
and market research methodologies as well as for his work in
cross-science development in experimental psychology in the field of
psychophysics and computer science. He is also known as the architect
of the award-wining Ideamap® family of products (Ideamap®,
Ideamap.NET, Stylemap.NET, Videomap, Ideamap Wizard, etc.) as well
as globally recognized brands as DesignLab®,
Dr. Moskowitz has also developed and refined procedures which enable research to interrelate
products, concepts, consumers, experts and physical test instruments, in order to accomplish
product optimization and reverse engineering. Finally, his research and technology developments
have led to concept and package optimization (IdeaMap®), integrated and accelerated development
(DesignLab®), and the globalization and democratization of concept development for small and large
companies alike, in an affordable, transaction-oriented approach (IdeaMap® Wizard;
Dr. Moskowitz graduated Harvard University in 1969 with a Ph.D. in experimental psychology.
Prior to that, he graduated Queens College (New York), Phi Beta Kappa, with degrees in
mathematics and psychology. He has written/edited sixteen books, has published well over 300
articles, has lectured in the U.S. and abroad, and serves on the editorial board of major journals. In
1972 Drs. Moskowitz and E.P. Koster co-founded the journal Chemical Senses and Flavor, now
called Chemical Senses, the leading journal in the field. He has won numerous awards, among them
the Scientific Director's Gold Medal for outstanding research at the U.S. Army Natick Laboratories,
and the 2001, 2003 & 2004 awards by ESOMAR (European, now World Society Of Market
Research) for his innovation in web-enabled, self-authored conjoint measurement, and for weak
signals research in new trends analysis and concept development. The self authored concept
technology has brought concept/package design development and innovation into the realm of the
researcher, significantly reducing cost, time and effort for new product and service development. In
1992 Dr. Moskowitz founded a $2,000 prize for young scientists working in the psychophysics of
taste and smell, administered through the Association of Chemoreception Scientists, which
continues today to encourage young researchers. In 2004 he became a Fellow of the IFT (Institute
of Food Technologists), and was awarded the David R. Peryam lifetime achievement prize by the
American Society for Testing and Materials. In 2005 Dr. Moskowitz received the Charles Coolidge
Parlin Award from the American Marketing Association, considered to be the ‘Nobel Prize’ of
market research, for his lifetime contributions to the field, ranging from product work to the
optimization of consumer concept and package designs. He appeared weekly between 2004 and
2006 as the ‘Food Doctor’ on ABC NewsNow, where he anchored a 10 minute spot, featuring
young food and beverage entrepreneurs spot, featuring young food and beverage entrepreneurs.
ProductEngineer®, Concept Optimizer® and other MJI technologies, which were positively
reviewed by The Wall Street Journal, The New York Times, The New Yorker, Research Magazine,
Quirk's Marketing Research Review, etc. and used or licensed by many global corporations.
Dr. Gofman is an Associate Professor of Marketing at Pace University (Lubin School of Business,
Graduate Center) teaching there MBA classes in Marketing. He is a regular contributor to Research
World (Fast Forward column) magazine, the only magazine for market research professionals
worldwide to provide news and views from all industry sectors. He is also a regular contributor to
Business/Marketing and corporate sections of Daily News and Analysis as well as Financial Times
Dr. Gofman previously worked with international high-tech and software development companies
in the USA and Eastern Europe. From 1988 to 1991 he was the head of international group of
SW/HW developers in Eastern Europe. The group was noted as one of the most advanced in the
Eastern Europe (many of the group members now hold top positions in leading American,
Canadian, European and Israeli technology companies).
He authored and co-authored more than 100 papers and 18 patents, contributed to several books,
and presented papers at multiple international conferences around the world that earned him several
awards nominations. Born in an industrial region of the Ukraine, Dr. Gofman has an MS degree in
Computer Science from Donetsk National Technical University, where he graduated summa cum
laude in 1981. Dr. Gofman defended his PhD thesis on conjoint analysis at Tartu University.
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
|"Seldom does a book
come along from
exceptional minds that
combines wit, whimsy,
savvy and intellectual
rigor, while at the same
'Selling Blue Elephants'
is such a book".