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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Helping Packages Get Noticed on the Shelf Using RDE

Pp. 279-298 (20)

Alex Gofman, Howard R. Moskowitz and Tõnis Mets


This chapter explores approaches to consumer-driven optimization of package design utilizing rule developing experimentation (RDE). The approach comprises dynamic creation and testing of a large number of design prototypes with consumers. RDE then uncovers optimal solutions, both on an aggregated, segmented (pattern-based latent mind-set segmentation) and on an individual-by-individual basis. Disciplined experimentation produces more targeted package designs, generating higher appeal to the consumers. The proposed steps describe a fast, parsimonious and actionable process, applying RDE to packages, providing in turn necessary input to designers about consumer preferences. The chapter demonstrates that systematic exploration using experimental design should be a central part of the initial, knowledgegathering phase in package design. The steps of fitting the research into the package design process are shown. These steps constitute a cost-effective and efficient way to include consumers in the early stages of package design.


Conjoint analysis, experimental design, interaction, package design, package design optimization, regression analysis, rule developing experimentation, suppression, synergism.


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