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

RDE in Concept Research: An Empirical Demonstration

Author(s): Alex Gofman and Tõnis Mets

Pp: 90-105 (16)

DOI: 10.2174/978160805284411201010090


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.

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

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