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[Rodrigo]

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

Author(s) name(s):: Howard Moskowitz
Alex Gofman

Publisher: Bentham Science Publishers
Publication Date Year: 2012
Page count: 473
Format: eBook
Description: "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."

Link to book page: https://ebooks.mpdl.mpg.de/ebooks/Rec...

[Michele]

https://www.goodreads.com/book/show/2...

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