Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Indexed in: Book Citation Index, EBSCO.

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success. This involvement is critically important for innovation, ...
[view complete introduction]


RDE in Concept Research: An Empirical Demonstration

Pp. 90-105 (16)

Alex Gofman and Tõnis Mets


The chapter illustrates a practical RDE implementation for market research applications demonstrated with IdeaMap®.NET ( online RDE tool. Using a case study, the chapter follows steps of the RDE process with explanations of data and findings.


Rule developing experimentatioN (RDE), conjoint analysis, interactions.


Moskowitz Jacobs Inc., White Plains, New York, USA