A Cognitive Economics Primer – Q&A with Mitch Joel

Mitch Joel, President of Mirum, digital expert and host of the Six Pixels of Separation podcast series, interviewed me and Howard Moskowitz about our work in cognitive economics. We talk about mind genomics, cognitive economics, research we’ve done, such as the classic study of red wine, and our book Millennials, Mindsets, and Money, which is in development.

You can listen to the podcast here: Cognitive Economics With Howard Moskowitz And Stephen Rappaport from the Six Pixels site, or from iTunes.

Here’s how Mitch introduced us:

Cherry Vanilla Dr. Pepper, Vlasic’s zesty pickles, and Prego’s extra chunky tomato sauce. None of these products would exist without Dr. Howard Moskowitz. His work has been immortalized in Malcolm Gladwell‘s TED Talk, Choice, Happiness And Spaghetti Sauce. The speech familiarized the world with his research on consumer segmentation. This work in horizontal-segmentation helps brands understand that their products should not be hierarchical in a world where different kinds of products suit different kinds of consumers.

Now, Moskowitz is pushing his work further with Stephen Rappaport (a former executive for the Advertising Research Foundation and business book author). Their work is looking to help brands rethink their consumer behavior through the science of mind genomics in a specialized area they call cognitive economics. Using robust listening studies mapped against consumer segmentation techniques, they’re unearthing fascinating and new consumer intelligence on how consumer behave. Enjoy this very fascinating conversation…

 

Author: stephenrappaport

I write and consult on achieving brand growth. I serve as the Global Digital Advisor for Sunstar, Inc., a global manufacturer of consumer products. I am a Senior Fellow at Wharton’s SEI Center for Advanced Studies in Management, and the author of 3 books on digital marketing and measurement. With Dr. Howard Moskowitz, we lead the Millennials, Mindsets & Money initiative. Its aim is to discover the mindsets Millennials hold towards a range of product categories, and specify what to say, how to say it, and who to say it to in order to help brands market effectively and successfully to this large, varied generation that represents so much future growth.