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

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, ...
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RDE in Concept Research: An Empirical Demonstration

Pp. 90-105 (16)

Alex Gofman and Tõnis Mets

Abstract

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

Keywords:

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

Affiliation:

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