Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them. Howard Moskowitz, Alex Gofman. Wharton School Publishing. Rule Developing Experimentation.

"In the hands of
knowledge business
practitioners these
methods might be of a
tremendous value to the
corporations and delight
the customers by better
and faster meeting their
'wants and needs'."
Prof. Vijay Mahajan
University of Texas at
Austin

Recent Awards and Honors

2006	Dr. Howard R. Moskowitz is the recipient of the ARF Research Innovation Award, presented to an individual for the most innovative research idea - methodology, theory, service or solution developed in the previous year. Dr. Moskowitz developed the notion of RDE or Rule Developing Experimentation. RDE comprises easy-to-use Internet-enhanced experimental designs coupled with high-level, automatic analyses.
2006	Dr. Howard R. Moskowitz was presented with the Market Research Council Hall of Fame Award. This award is given to an individual who has made a significant contribution to the field of market research
2005	Howard Moskowitz was awarded the Charles Coolidge Parlin Marketing Research Award for his substantial contributions and unswerving dedication to the ongoing advancement of marketing research practices.
2004	Howard Moskowitz was the recipient of the David R. Peryam Award presented by ASTM for distinguished work in the field of applied sensory science
2004	Howard Moskowitz was elected an IFT fellow for contributions in the field of food science and technology
2002	Chris Commins Award to Howard Moskowitz, et al for Best Paper in the Canadian Journal of Marketing Research. "What Consumers Want In An Internet Shopping Site".
2001	Winner of Best Methodological Paper at ESOMAR CONGRESS - "Always On". Bringing market research down to the development engineer, closer to the customer, and into the vortex of product development

Selling Blue Elephants
By Howard Moskowitz and Alex Gofman

Moskowitz Jacobs Inc.

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