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

Helping Packages Get Noticed on the Shelf Using RDE

Author(s): Alex Gofman, Howard R. Moskowitz and Tõnis Mets

Pp: 279-298 (20)

DOI: 10.2174/978160805284411201010279


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.

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

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