Howard Moskowitz is a brilliant market researcher and psychophysicst. The detailed study on spaghetti sauce and horizontal segmentation was interesting and inspiring. Many thanks to Malcolm Gladwell for sharing the info.
Useful links:
http://www.mji-designlab.com
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html
http://www.gladwell.com
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