Public relations can stand to learn a lot from Howard Moskowitz. The legendary experimental psychologist, whose research and work is chronicled most excellently by Malcolm Gladwell in a speech at a February 2004 TED (Technology, Entertainment, Design) Conference, essentially reinvented the consumer product goods category. His revelation essentially concluded that consumers don’t know what they want and are much happier given several varieties of a product to choose from than the most popular version selected from focus groups or other research.
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