Editors: Alex Gofman (Deceased), Howard R. Moskowitz

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

eBook: US $0 Special Offer (PDF + Printed Copy): US $178
Printed Copy: US $178
Library License: US $0
ISBN: 978-1-60805-419-0 (Print)
ISBN: 978-1-60805-284-4 (Online)
Year of Publication: 2012
DOI: 10.2174/97816080528441120101

Introduction

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, particularly in product development.

However, consumers frequently cannot articulate exactly what they need, want, or like if they are asked directly. It is very difficult for consumers to articulate their needs and desires. Therefore, researchers have to use other means to understand their motivations. There are many arguments suggesting that focus groups cannot create a reliable direction for new product development (NPD) or message optimization. A solution for this problem lies in a systematic, structured and disciplined experimentation with consumers - presenting them with a set of experimentally-designed products or concepts and soliciting their preferences. It is much easier for consumers to choose a preferred option from a set of concepts. New technologies make it easier than ever to conduct complex experiments quickly and inexpensively. The expanded use of experimentation provides an opportunity to take innovation to a new level.

Rule Developing Experimentation (RDE) is an increasingly popular, structured, consumer-based experimentation methodology. RDE works with prototypes, either physical prototypes, prototypes created out of language (concepts), or prototypes created out of visual stimuli (design and packaging). In business, RDE is used both to understand existing products, product categories and packages, as well as to create next generation offerings in the process of new product development (NPD).

Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind explains RDE concepts, beginning from its origins, to novel consumer research techniques and covers applications relevant to a real market context. Readers are also introduced to the concept of Mind Genomics® - a more holistic approach to gaining insight into the consumer mind.

Foreword

- Pp. i-iii (3)
Yoram (Jerry) Wind
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Preface

- Pp. iv-ix (6)
Alex Gofman and Howard R. Moskowitz
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List of Contributors

- Pp. x-xi (2)
Alex Gofman and Howard R. Moskowitz
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Origins of RDE and the Role of Experimentation in Consumer- Driven Innovation

- Pp. 3-33 (31)
Alex Gofman
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Isomorphic Permuted Experimental Designs in Conjoint Analysis

- Pp. 34-47 (14)
Alex Gofman and Howard R. Moskowitz
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Detecting Explicit and Implicit Interactions within Rule Developing Experimentation

- Pp. 48-71 (24)
Alex Gofman and Howard R. Moskowitz
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Putting RDE on the R&D Map: A Survey of Approaches to Consumer-Driven New Product Development

- Pp. 72-89 (18)
Alex Gofman
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RDE in Concept Research: An Empirical Demonstration

- Pp. 90-105 (16)
Alex Gofman and Tõnis Mets
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Consumer Metric Scales

- Pp. 106-128 (23)
Kannapon Lopetcharat and Dulce Paredes
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Foundation of Sensory Optimization in the Food Industry

- Pp. 129-144 (16)
Howard R. Moskowitz
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Introduction to Sensory Optimization

- Pp. 145-157 (13)
Howard R. Moskowitz
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Sensory Optimization in Research and Development

- Pp. 158-183 (26)
Maximo Gacula Jr.
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Measuring Interest and Price for Sensory Experience: Application to Hotels

- Pp. 184-200 (17)
Johanna Fyrbjörk, Rieko Shofu, Linda Ettinger Lieberman and Howard R. Moskowitz
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Messaging Across National Markets—Effectiveness and Segmentation

- Pp. 201-220 (20)
Gillie Gabay, Samuel Rabino and Howard R. Moskowitz
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Extending RDE to Evaluating Potential Social Anxiety Factors

- Pp. 221-241 (21)
Howard R. Moskowitz, Alex Gofman, Gillie Gabay, Hollis Ashman and Ipshita Ray
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Consumer-Driven Advertising Research

- Pp. 242-262 (21)
Jeffrey Ewald
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The ROI of Woo: Starting, Sustaining and Improving the Relationships Business and Brands Have with Consumers

- Pp. 263-278 (16)
Mike Gadd and Jennifer Gadd
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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
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Introduction to Consumer-Driven Optimization of Landing Pages

- Pp. 299-309 (11)
Alex Gofman
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Consumer-Driven Website Optimization

- Pp. 310-326 (17)
Alex Gofman, Howard R. Moskowitz and Tõnis Mets
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Consumer-Driven Website Customization: The Need to Manage Costs and Benefits

- Pp. 327-351 (25)
Eelko K.R.E. Huizingh and Marije L. Teerling
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Introduction to Mind Genomics®

- Pp. 352-354 (3)
Alex Gofman
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Mind Genomics®: A Systematic Consumer Research

- Pp. 355-384 (30)
Howard R. Moskowitz, Alex Gofman, Jacqueline Beckley and Hollis Ashman
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Consumer-Driven Innovation Management

- Pp. 385-404 (20)
Arcot Desai Narasimhalu and Shekhar Mitra
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Neuromarketing 2.0: How Rule Development Experimentation is Innovating Neuromarketing Research

- Pp. 405-433 (29)
Sokol Zace and Howard R. Moskowitz
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Balancing People’s Future Demand and Design Genius

- Pp. 434-447 (14)
Marco Bevolo
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End Note

- Pp. 448-450 (3)
Alex Gofman and Howard R. Moskowitz
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