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

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

Special Offer (PDF + Printed Copy): US $178
Printed Copy: US $178
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.

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

Contributors

Editor(s):
Alex Gofman (Deceased)


Howard R. Moskowitz
Moskowitz Jacobs Inc.
White Plains
New York
USA




Contributor(s):
Hollis Ashman
Muse LLC
Powell
Ohio
USA


Jacqueline Beckley
The Understanding and Insight Group, Inc.
Denville
NJ
USA


Marco Bevolo
Independent consultant/author
The Netherlands


Jeffrey Ewald
The Optimization Group
Ann Arbor
MI
USA


Linda Ettinger Lieberman
Moskowitz Jacobs Inc.
White Plains
NY
USA


Johanna Fyrbjork
IPOS Sweden
Stockholm
Sweden


Gillie Gabay
College of Management Academic Studies
Tel Aviv
Israel


Maximo Gacula (deceased)
Gacula Associates Consulting
Scottsdale
AZ
USA


Jennifer Gadd
Gadd Research Inc.
Toronto
Ontario
Canada


Mike Gadd
Gadd Research Inc.
Toronto
Ontario
Canada


Oliver Gassmann
University of St. Gallen
St. Gallen
Switzerland


Alex Gofman (deceased)
Moskowitz Jacobs Inc.
White Plains
NY
USA


Eelko K.R.E. Huizingh
University of Groningen
Groningen
The Netherlands


Andrew Jeavons
Nebu
Cincinnati
OH
USA


Kannapon Lopetcharat
Nouveau Centric Co. Ltd. Bangkok
Thailand (Formerly with Avon Products, Inc
Suffern
NY
USA


Tõnis Mets
University of Tartu
Estonia


Howard R. Moskowitz
Moskowitz Jacobs Inc.
White Plains
NY
USA


Arcot Desai Narasimhalu
Singapore Management University
Singapore


Dulce Paredes
Takasago International Corp.USA,
(Formerly with Avon Products Inc.
Suffern
NY
USA)


Samuel Rabino
Northeastern University
Boston
MA
USA


Ipshita Ray
Pace University
New York
USA


Rieko Shofu
Hakuhodo
Consulting
Tokyo
Japan


Marije L. Teerling
Telematica Instituut
The Netherlands


Sokol Zace
Contact Design Inc.
Boston
USA


Marko Zeschky
University of St. Gallen
St. Gallen
Switzerland




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