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This is the place for the future website of the forthcoming Premium by Design: How to Design and Market High End Products (Gower Publishers, 2011) book co-authored by Marco Bevolo, Dr. Alex Gofman and Dr. Howard R. Moskowitz.

 This book was made possible by conversations, contributions and interviews with the industry experts, thought leaders and opinion makers (see the list here).

 This book was also made possible by SSI (Survey Sampling Inc.) which sponsored the Global RDE Project.

 ABOUT THE AUTHORS (in alphabetical order):


Marco Bevolo is Director at Philips Design which he joined in 1999, assuming responsibility for the cultural trend research program. He was instrumental in the creation of CultureScan, an ongoing trend forecasting research project investigating cultures, aesthetics and design at regional and global level. He was promoted to Design Director in 2003, and now concentrates on communication and cultural trends as well as media relations. Prior to joining Philips Design, his work focused mainly on publishing and marketing communications. He was editor-in-chief for 'Intervista', an Italian lifestyle magazine.


Alex Gofman is vice president of Moskowitz Jacobs Inc. Dr. Gofman has been leading innovative market research and consulting for many Fortune 500 clients as well as the development of new methodologies and applications since he joined the company in 1992. Alex is well known as a co-inventor of world-class marketing and market research methodologies as well as for his work in cross-science development in experimental psychology in the field of psychophysics and computer science. He is a co-author of the award winning international bestseller Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them (Wharton School Publishing, 2007) translated into 15 foreign languages, as well as over 100 other publications.


Howard Moskowitz is president and CEO of Moskowitz Jacobs Inc., a firm he founded in 1981.  Dr. Moskowitz is both a well-known experimental psychologist in the field of psychophysics (the study of perception and its relation to physical stimuli), and an inventor of world-class market research technology. Among his important contributions to market research is his 1975 introduction of psychophysical scaling and product optimization for consumer product development. Whereas these methods are standard and well accepted today, they required a massive culture change in the 1975 business community. In the 1980's his contributions in sensory analysis were extended to health and beauty aids.

 Dr. Moskowitz graduated Harvard University in 1969 with a Ph.D. in experimental psychology. Prior to that, he graduated Queens College (New York), Phi Beta Kappa, with degrees in mathematics and psychology.  He has written/edited sixteen books, has published well over 300 articles, has lectured in the U.S. and abroad, and serves on the editorial board of major journals. He is a co-author of Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them (Wharton School Publishing, 2007) translated into 15 foreign languages.






 I. What is this book?

    Millions of consumers worldwide choose for mass luxury. Millions more will join. This is why
    it is time to explore what the ‘high end’ is and how it works.

II. For whom is this book written?

    -Global and regional, decision makers and managers (upper and middle)  
    -design managers and designers  
    -the “layman” interested in the business of style
    -students and scholars
    -general readers interested in new and evolving lifestyles.

III. Why is this book unique to the audience?

    We focus on the intersection of social trends, designer visions, and deep people
    understanding. The book offers:
    -unique case histories;
    -unique future insights validated by 35 to 50 opinion leaders interviews;
    -unique findings from ad hoc Global RDE quantitative project.

IV. What is the style of the book?

    We write in simple, easy style, appropriate for a wide audience. We share methodological,
    business and design analysis in a reader-friendly tone of voice.

V. What is the geographic focus of the book?

    -35% US
    -40% Europe
    -25% China and Japan.

VI. What is the time line of the book?

    The time line is approximately from case histories of 15 years back in time to cultural trends
    valid for 2 to 5 years ahead.

VII. What is a one-line description of the book?

    When it comes to high end propositions, this book offers actionable insights based on a
    unique mix: world class research plus cultural and design trends .