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<!DOCTYPE html> <html lang="eng"> <head> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge"> <title>Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind</title> <meta name="viewport" content="width=device-width, initial-scale=1">  <link rel="stylesheet" type="text/css" media="screen" href="/css/plugins.css" /> <link rel="stylesheet" type="text/css" media="screen" href="/css/main.css" /> <link rel="shortcut icon" type="image/x-icon" href="/image/favicon.ico"> <script type="text/javascript" src="/scripts/jquery-3.2.1.min.js"></script> <script language="Javascript" type="text/javascript" src="/js/googleanalytics.js"></script> <meta name="DC.publisher" content="Bentham Science Publishers"/> <meta name="DC.title" content="Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind"/><meta name="DC.identifier" content="doi:10.2174/97816080528441120101"/><meta name="DC.creator" content="Gofman (Deceased), Alex"/><meta name="DC.creator" content="Moskowitz, Howard R."/><meta name="DC.creator" content="Ashman, Hollis"/><meta name="DC.creator" content="Beckley, Jacqueline"/><meta name="DC.creator" content="Bevolo, Marco"/><meta name="DC.creator" content="Ewald, Jeffrey"/><meta name="DC.creator" content="Ettinger Lieberman, Linda"/><meta name="DC.creator" content="Fyrbjork, Johanna"/><meta name="DC.creator" content="Gabay, Gillie"/><meta name="DC.creator" content="Gacula (deceased), Maximo"/><meta name="DC.creator" content="Gadd, Jennifer"/><meta name="DC.creator" content="Gadd, Mike"/><meta name="DC.creator" content="Gassmann, Oliver"/><meta name="DC.creator" content="Gofman (deceased), Alex"/><meta name="DC.creator" content="Huizingh, Eelko K.R.E."/><meta name="DC.creator" content="Jeavons, Andrew"/><meta name="DC.creator" content="Lopetcharat, Kannapon"/><meta name="DC.creator" content="Mets, T玫nis"/><meta name="DC.creator" content="Moskowitz, Howard R."/><meta name="DC.creator" content="Narasimhalu, Arcot Desai"/><meta name="DC.creator" content="Paredes, Dulce"/><meta name="DC.creator" content="Rabino, Samuel"/><meta name="DC.creator" content="Ray, Ipshita"/><meta name="DC.creator" content="Shofu, Rieko"/><meta name="DC.creator" content="Teerling, Marije L."/><meta name="DC.creator" content="Zace, Sokol"/><meta name="DC.creator" content="Zeschky, Marko"/><meta name="citation_publisher" content="Bentham Science Publishers"/><meta name="citation_title" content="Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind"/><meta name="citation_author" content="Gofman (Deceased), Alex"/><meta name="citation_author" content="Moskowitz, Howard R."/><meta name="citation_author" content="Ashman, Hollis"/><meta name="citation_author" content="Beckley, Jacqueline"/><meta name="citation_author" content="Bevolo, Marco"/><meta name="citation_author" content="Ewald, Jeffrey"/><meta name="citation_author" content="Ettinger Lieberman, Linda"/><meta name="citation_author" content="Fyrbjork, Johanna"/><meta name="citation_author" content="Gabay, Gillie"/><meta name="citation_author" content="Gacula (deceased), Maximo"/><meta name="citation_author" content="Gadd, Jennifer"/><meta name="citation_author" content="Gadd, Mike"/><meta name="citation_author" content="Gassmann, Oliver"/><meta name="citation_author" content="Gofman (deceased), Alex"/><meta name="citation_author" content="Huizingh, Eelko K.R.E."/><meta name="citation_author" content="Jeavons, Andrew"/><meta name="citation_author" content="Lopetcharat, Kannapon"/><meta name="citation_author" content="Mets, T玫nis"/><meta name="citation_author" content="Moskowitz, Howard R."/><meta name="citation_author" content="Narasimhalu, Arcot Desai"/><meta name="citation_author" content="Paredes, Dulce"/><meta name="citation_author" content="Rabino, Samuel"/><meta name="citation_author" content="Ray, Ipshita"/><meta name="citation_author" 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<li class="breadcrumb-item active">Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind</li> </ol> </nav> </div> </div> </section> <main class="inner-page-sec-padding-bottom"> <div class="container"> <div class="row mb--60"> <div class="col-lg-5 mb--30">  <div class="product-details-slider sb-slick-slider arrow-type-two" data-slick-setting='{ "slidesToShow": 1, "arrows": false, "fade": true, "draggable": false, "swipe": false, "asNavFor": ".product-slider-nav" }'> </div> <div class="mt--30 product-slider-nav sb-slick-slider arrow-type-two" data-slick-setting='{ "infinite":true, "autoplay": true, "autoplaySpeed": 8000, "slidesToShow": 1, "arrows": true, "prevArrow":{"buttonClass": "slick-prev","iconClass":"fa fa-chevron-left"}, "nextArrow":{"buttonClass": "slick-next","iconClass":"fa fa-chevron-right"}, "asNavFor": ".product-details-slider", "focusOnSelect": true }'> <div class="single-slide" ><img style="border:thin solid #cccccc;" 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style="font-size:14px;">Howard R. Moskowitz</a> <h3 class="product-title" style="line-height: 1.3; font-size: 28px;">Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind</h3> <div class="price-block"> <span class="price-discount">Special Offer (PDF + Printed Copy): US $196</span><br/><span class="price-new">Printed Copy: US $196</span><br/><span style='font-weight: 600;'>ISBN: 978-1-60805-419-0 <span style=font-size:14px>(Print)</span><br/><span style='font-weight: 600;'>ISBN: 978-1-60805-284-4 <span style=font-size:14px>(Online)</span><br/><span style='font-weight: 600;'>Year of Publication: 2012<br/><span style='font-weight: 600;'>DOI: </span><a style='font-size: 14px;' href="http://dx.doi.org/10.2174/97816080528441120101"> 10.2174/97816080528441120101</a> </div> <div class='rating-widget'> <div class='review-widget'> <a href="../9781608052844/comments/">Rate This Book</a> </div></div> <article class="product-details-article"> <h4 class="sr-only">Introduction</h4> <p>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.<br></p> <p>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.<br></p> <p>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). <br></p> <p> <b xmlns:xlink="http://www.w3.org/1999/xlink"> <i>Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind</i> </b> 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庐 - a more holistic approach to gaining insight into the consumer mind. <br></p> </article> <div class="add-to-cart-row"> <span style="font-weight:600;font-size:16px;">Indexed in: </span><span style="padding-left:5px;padding-top: 2px;">Book Citation Index</span>, <span style="padding-left:5px;padding-top: 2px;">Science Edition</span>, <span style="padding-left:5px;padding-top: 2px;">Social Sciences & Humanities Edition</span>, <span style="padding-left:5px;padding-top: 2px;">EBSCO.</span><br/><br/> <div class="add-cart-btn"> <br/><a target="_blank" href="http://www.eurekaselect.com/102721" class="btn btn-outlined--primary" style="margin:5px;">Download Free</a> <a target="_blank" href="http://www.eurekaselect.com/order-print-version/102721/PODandPDF" class="btn btn-outlined--red-faded" style="margin:5px;">Special Offer: US $196</a> <a target="_blank" href="http://www.eurekaselect.com/order_print_version/1109/POD" class="btn btn-outlined--primary" style="margin:5px;">Printed Copy: US $196</a> </div> </div> </div> </div> </div> <div class="sb-custom-tab review-tab section-padding"> <ul class="nav nav-tabs nav-style-2" id="myTab" role="tablist"> <li class="nav-item"><a class="nav-link active" id="tab1" href="../../book/9781608052844/contents/" role="tab" aria-controls="tab-1" aria-selected="true">Contents</a></li><li class="nav-item"><a class="nav-link" id="tab2" href="../../book/9781608052844/foreword/" role="tab" aria-controls="tab-2" aria-selected="true">Foreword</a></li><li class="nav-item"><a class="nav-link" id="tab3" href="../../book/9781608052844/preface/" role="tab" aria-controls="tab-3" aria-selected="true">Preface</a></li><li class="nav-item"><a class="nav-link" id="tab4" href="../../book/9781608052844/contributors/" role="tab" aria-controls="tab-4" aria-selected="true">Contributors</a></li><li class="nav-item"><a class="nav-link" id="tab6" href="../../book/9781608052844/comments/" role="tab" aria-controls="tab-6" aria-selected="true">Comments</a></li> </ul> <div class="tab-content space-db--20" id="myTab"> <div class="tab-pane fade show active" id="tab-1" role="tabpanel" aria-labelledby="tab1"> <article class="review-article"> <div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Foreword</h2> <em><font style=" font-weight:normal;"> - Pp. i-iii (3)</font></em><br><em style="line-height:30px;">Yoram (Jerry) Wind</em><br><a target="_blank" href="http://dx.doi.org/10.2174/97816080528441120101000i"><span class="btn btn-outlined--red-faded">Download Free</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Preface </h2> <em><font style=" font-weight:normal;"> - Pp. iv-ix (6)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/9781608052844112010100iv"><span class="btn btn-outlined--red-faded">Download Free</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">List of Contributors</h2> <em><font style=" font-weight:normal;"> - Pp. x-xi (2)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/97816080528441120101000x"><span class="btn btn-outlined--red-faded">Download Free</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Origins of RDE and the Role of Experimentation in Consumer- Driven Innovation</h2> <em><font style=" font-weight:normal;"> - Pp. 3-33 (31)</font></em><br><em style="line-height:30px;">Alex Gofman</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010003"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Isomorphic Permuted Experimental Designs in Conjoint Analysis</h2> <em><font style=" font-weight:normal;"> - Pp. 34-47 (14)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010034"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Detecting Explicit and Implicit Interactions within Rule Developing Experimentation</h2> <em><font style=" font-weight:normal;"> - Pp. 48-71 (24)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010048"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Putting RDE on the R&D Map: A Survey of Approaches to Consumer-Driven New Product Development</h2> <em><font style=" font-weight:normal;"> - Pp. 72-89 (18)</font></em><br><em style="line-height:30px;">Alex Gofman</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010072"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">RDE in Concept Research: An Empirical Demonstration</h2> <em><font style=" font-weight:normal;"> - Pp. 90-105 (16)</font></em><br><em style="line-height:30px;">Alex Gofman, T玫nis Mets</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010090"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Consumer Metric Scales</h2> <em><font style=" font-weight:normal;"> - Pp. 106-128 (23)</font></em><br><em style="line-height:30px;">Kannapon Lopetcharat, Dulce Paredes</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010106"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Foundation of Sensory Optimization in the Food Industry</h2> <em><font style=" font-weight:normal;"> - Pp. 129-144 (16)</font></em><br><em style="line-height:30px;">Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010129"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Introduction to Sensory Optimization</h2> <em><font style=" font-weight:normal;"> - Pp. 145-157 (13)</font></em><br><em style="line-height:30px;">Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010145"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Sensory Optimization in Research and Development</h2> <em><font style=" font-weight:normal;"> - Pp. 158-183 (26)</font></em><br><em style="line-height:30px;">Maximo Gacula Jr.</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010158"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Measuring Interest and Price for Sensory Experience: Application to Hotels</h2> <em><font style=" font-weight:normal;"> - Pp. 184-200 (17)</font></em><br><em style="line-height:30px;">Johanna Fyrbj枚rk, Rieko Shofu, Linda Ettinger Lieberman, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010184"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Messaging Across National Markets鈥擡ffectiveness and Segmentation</h2> <em><font style=" font-weight:normal;"> - Pp. 201-220 (20)</font></em><br><em style="line-height:30px;">Gillie Gabay, Samuel Rabino, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010201"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Extending RDE to Evaluating Potential Social Anxiety Factors</h2> <em><font style=" font-weight:normal;"> - Pp. 221-241 (21)</font></em><br><em style="line-height:30px;">Howard R. Moskowitz, Alex Gofman, Gillie Gabay, Hollis Ashman, Ipshita Ray</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010221"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Consumer-Driven Advertising Research</h2> <em><font style=" font-weight:normal;"> - Pp. 242-262 (21)</font></em><br><em style="line-height:30px;">Jeffrey Ewald</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010242"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">The ROI of Woo: Starting, Sustaining and Improving the Relationships Business and Brands Have with Consumers</h2> <em><font style=" font-weight:normal;"> - Pp. 263-278 (16)</font></em><br><em style="line-height:30px;">Mike Gadd, Jennifer Gadd</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010263"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Helping Packages Get Noticed on the Shelf Using RDE</h2> <em><font style=" font-weight:normal;"> - Pp. 279-298 (20)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz, T玫nis Mets</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010279"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Introduction to Consumer-Driven Optimization of Landing Pages</h2> <em><font style=" font-weight:normal;"> - Pp. 299-309 (11)</font></em><br><em style="line-height:30px;">Alex Gofman</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010299"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Consumer-Driven Website Optimization</h2> <em><font style=" font-weight:normal;"> - Pp. 310-326 (17)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. Moskowitz, T玫nis Mets</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010310"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Consumer-Driven Website Customization: The Need to Manage Costs and Benefits</h2> <em><font style=" font-weight:normal;"> - Pp. 327-351 (25)</font></em><br><em style="line-height:30px;">Eelko K.R.E. Huizingh, Marije L. Teerling</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010327"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Introduction to Mind Genomics庐</h2> <em><font style=" font-weight:normal;"> - Pp. 352-354 (3)</font></em><br><em style="line-height:30px;">Alex Gofman</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010352"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Mind Genomics庐: A Systematic Consumer Research</h2> <em><font style=" font-weight:normal;"> - Pp. 355-384 (30)</font></em><br><em style="line-height:30px;">Howard R. Moskowitz, Alex Gofman, Jacqueline Beckley, Hollis Ashman</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010355"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Consumer-Driven Innovation Management</h2> <em><font style=" font-weight:normal;"> - Pp. 385-404 (20)</font></em><br><em style="line-height:30px;">Arcot Desai Narasimhalu, Shekhar Mitra</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010385"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Neuromarketing 2.0: How Rule Development Experimentation is Innovating Neuromarketing Research</h2> <em><font style=" font-weight:normal;"> - Pp. 405-433 (29)</font></em><br><em style="line-height:30px;">Sokol Zace, Howard R. Moskowitz</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010405"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">Balancing People鈥檚 Future Demand and Design Genius</h2> <em><font style=" font-weight:normal;"> - Pp. 434-447 (14)</font></em><br><em style="line-height:30px;">Marco Bevolo</em><br><a target="_blank" href="http://dx.doi.org/10.2174/978160805284411201010434"><span class="btn btn-outlined--primary">View Abstract</span></a> </div><hr><div style="background-color:#ebebeb; padding: 10px;"> <h2 style="display:inline; font-size:18px; line-height:24px;">End Note</h2> <em><font style=" font-weight:normal;"> - Pp. 448-450 (3)</font></em><br><em style="line-height:30px;">Alex Gofman, Howard R. 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