how to find what customers want views of Howard Moskowitz what managers can do

1. CHOICE, HAPPINESS
AND
SPAGHETTI SAUCE”
MALCOLM GLADWELL
TED

2. DO YOU WISH TO FIND
OUT
WHAT YOUR
CUSTOMERS WANT?

3. CAN YOU ASK THE
CUSTOMERS??

4. CUSTOMERS DON’T
TELL ABOUT WHAT
THEY REALLY WANT
Howard Moskowitz
American market researcher and
psychophysicist
INSIGHT 1:
SAYS

5. NO SUCH THING AS A PERFECT PRODUCT
THERE CAN BE PEREFECT PRODUCTS

6. Howard Moskowitz
American market researcher and
psychophysicist
SAYSMAXIMA OF
BELL SHAPED
CURVE
CANNOT BE
USED
TO FIND
THAT PERFECT
PRODUCT
INSIGHT 2:

7. THEN HOW
TO
FIND WHAT
CUSTOMERS
WANT?
WHAT CAN MANAGERS
DO?

8. ASK IN GROUPS
AND MAKE
RANGES OF
DESIRED
PRODUCTS

9. GIVING MORE
CHOICES IS
BETTER

10. MIND KNOWS NOT WHAT
THE TONGUE WANTS

12. HORIZONTAL SEGMENTATION

13. THERE ARE
NO
UNIVERSALS

14. IF YOU OFFER A VARIETY OF PERFECT DISHES THE
SATISFACTION OF YOUR TARGET AUDIENCES IS HIGHER

15. What do people think will be
successful

16. HIGHER HIERARCHY
MORE EXPENSIVE
MORE INSPIRING

17. THERE IS NO SUCH THING
AS PERFECT, IMPERFECT
GOOD OR BAD…..
THERE IS ONLY DIFFERENT
KIND OF PRODUCT
Howard Moskowitz
American market researcher and
psychophysicist
SAYS

18. PLATONIC DISH

20. SUMMARY

21. MARKETING PROFESSOR
2009-2013
MARKETING PROFESSOR
2013-
PH.D AND M.S.
( MARKETING)
2003-2009