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


Alex Gofman (Deceased), Howard R. Moskowitz

DOI: 10.2174/97816080528441120101
eISBN: 978-1-60805-284-4, 2012
ISBN: 978-1-60805-419-0

Indexed in: Book Citation Index, Science (BKCI-S), Social Sciences & Humanities (BKCI-SSH), EBSCO.

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success...[view complete introduction]
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RDE in Concept Research: An Empirical Demonstration

- Pp. 90-105 (16)

Alex Gofman and Tõnis Mets


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.

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