A Little Background
Selling Blue Elephants was written my by two veterans of the market research industry; Howard Moskowitz and Alex Gofman. Moskowitz is a well-known experimental psychologist and President and CEO of Moskowitz Jacobs, Inc., a market research technology and innovation company. He is the recipient of the Charles Coolidge Parlin Marketing Research Award from the American Marketing association…an award considered to be the “Nobel Prize” of the market research industry.
Gofman is the VP and CTO of Moskowitz Jacobs, where he leads the development of new methodologies for use in technology-oriented experimental psychology. He holds multiple patents for the several market research technologies that he has developed.
Together, Moskowitz and Gofman apply their knowledge and experience to the topic of effective market research.
In the interest of full disclosure, Optimization Group has an ongoing professional relationship with Moskowtiz Jacobs, so we cannot claim complete objectivity in our review. However, our hope is that this review will prove valuable by introducing you to new and useful approaches to market research.