THE ESOMAR EXCELLENCE AWARD FOR STANDARDS OF PERFORMANCE IN MARKET RESEARCH

Howard R. Moskowitz

CEO, Moskowitz Jacobs Inc., USA

‘The Mathematical Psychology’s Tools Man’

Ph.D. in experimental psychology, Harvard University, 1969.



Professional Achievements

  • Established conjoint analysis and mathematical psychology as practical tools
  • Speaker at conferences and seminars worldwide
  • Author/Editor of 16 books
  • Published over 300 articles
  • Guest lectures at leading business schools and food science departments
  • Appeared regularly on his own cable-TV program 2004-2006

What the Industry said

‘’Howard Moskowitz is not only brilliant and creative, he has spent his career disseminating his ideas. Well-known in academic circles since the 1970s, conjoint analysis is a mathematical tool for understanding the relative importance of particular attributes or clusters of variables upon some kind of decision or choice. This approach is used nowadays to understand pricing parameters, to create market segmentation schemes, to determine the marketing ROI of various combinations of promotional activities and for other applications important to corporate marketers. Moskowitz has gone farther than others in fashioning and extending this tool so that it may stimulate new product concepts as well as ideas for line and brand extensions.’’

Contributions to ESOMAR

Regular conference speaker including:
  • Fragrance 2007
  • Consumer Insights 2007
  • Panel Research 2006
  • Healthcare 2006
  • Innovate 2005

Awards

  • Winner of Best Methodological Paper "Always On":  Bringing Market Research Down to the Development Engineer, Closer to the Customer, and Into the Vortex of Product Development at ESOMAR Congress in 2001
  • 2005 Charles Coolidge Parlin Marketing Research Award
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