At the invitation of the Institute for Market and Media Research Mediana, dr. Howard R. Moskowitz, one of the world’s foremost psychologists and researchers, gave a lecture in Ljubljana.
Dr. Moskowitz is the director of Mind Genomics Associates, a consulting company that offers clients from around the world innovative research to predict the wishes and needs of consumers.
Fulfilling the desires and needs of people and consumers that they are not even aware of, or they simply don’t know how to express them, will be the greatest benefit for governments and companies in the future. From now on, these solutions can be expected from the Mediana institute. In 2005, Dr. Moskowitz received the Parlin Marketing Research Award, tantamount to the Nobel Prize in the field of marketing research, and the highest recognition of this profession. After graduating from Harvard, his first job was to optimize military meals for the US Army. Most of his most important clients, such as Dr. Pepper, General Foods, Kraft, Pepsi and Campbell Soup, come from the food industry. Dr. Moskowitz is the main reason that today we have 17 types of olive oil on the shelves, 32 types of mustard, etc., because his research defines the wishes of consumers that they themselves cannot express in words.
In his latest, 27th book, Selling blue elephants, Dr. Moskowitz reveals the secrets of his innovative research system that uses a mix of experiments to lead to an optimum new product or service. In 2016, he conducted a detailed analysis of the needs and values of the Afro-American population. The results were used in the creation of a campaign by new US President Donald Trump, who used the data to directly convince voters in the way that touched them the most and convinced them. Dr.Howard R. Moskowitz and Janja Božič Marolt agreed on cooperation, so Dr. Moskowitz during his visit to the Mediana revealed his secrets and methodologies that will be useful for Mediana in developing more innovative and more efficient market research, services and products.
Invitation to Dr. Moskowitz to visit Ljubljana was the first socially beneficial action of Mediana in the framework of celebrating the quarter of the century of its existence.
