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…


Rappaport as Enigma? Mitch Joel Thinks So.

Mitch Joel headshotMitch Joel interviewed me recently for an episode of his terrific Six Pixels of Sepration podcast series. So many great people to meet and ideas to grapple with. In his introduction to the ‘cast, he wrote: “I think of one word when it comes to describing Stephen Rappaport: enigma.” I’ve been called many things, but never that. Take a listen here. What do you think?