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

Indexed in: Book Citation Index, EBSCO,Social Sciences & Humanities.

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)

DOI: 10.2174/978160805284411201010090

Author(s): Alex Gofman, 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.