Rule Developing Experimentation (RDE)<br />RDE is a systematized, solution-oriented business process that designs, tests, and modifies alternative ideas, packages, products, or services in a disciplined way using experimental design, to discover what appeals to the customer, even if the customer can’t articulate the need, much less the solution.<br />What is RDE ?<br />
Rule Developing Experimentation<br /><ul><li>RDE was developed bythree professors at The Wharton School of Business at the University of Pennsylvania.
Aspects of RDE have previously been used during the past 25 years for the design and optimization of physical products, product development concepts, marketing communications, as well as packaging.
RDE is the foundation for the new science of MindGenomics modeled on the emerging science of genomics and the technology of informatics.
RDE has been effectively utilized over the years by many of Fortune 500 companies around the world.</li></ul>What is RDE ?<br />
Rule Developing Experimentation (RDE)<br />The three roots of RDE:<br />1.Experimental Psychology - RDE is founded on the realization that perception and behavior are linked in a two-way exchange. RDE uses a variation of conjoint analysis as its statistical basis.<br />2.Driving Power of Business – A need to create new products and services that people like, doing so fast and inexpensively<br />3. The World-View of Social Science - RDE is related to a field called adaptive experimentation (AE), or adaptive management. <br />What is RDE ?<br />
The Decision-Based RDE Methodology<br />Attribute Mapping<br /><ul><li>To ensure that the engagement is in line with the strategic and financial goals of the organization, and to vest executives and other key stakeholders in the process and the desired outcomes, we will conduct in-depth interviews and/or a staff survey to better understand their views and in order to identify and map key brand attributes.</li></ul>What is RDE ?<br />
The Decision-Based RDE Methodology<br /><ul><li>Via the Internet, RDE tests systematically varied concepts as a </li></ul>means to quantify the impact of the individual statements that make <br />up the concepts. <br /><ul><li>RDE analysis also focuses on the performance of each of the elements as well as the synergies between the elements. Elements that are related are arranged in groups of buckets called “categories.” </li></ul>Behavioral Segmentation<br /><ul><li>Product Usage
Income</li></ul> <br />Cuts across traditional segmentation & decodes hidden preferences<br />What is RDE ?<br />
The Decision-Based RDE Methodology<br /><ul><li>Utilizing the RDEoptimization methodology, customers will evaluate a wide array of product features and benefits available to the client and establish a hierarchy of market impact.
RDE is a methodology executed via the Internet that</li></ul>tests concepts as a means of evaluating their systematically varied components (elements.) Rather than focusing on the performance of the full concepts, RDE analysis focuses on the performance of each of the elements.<br /><ul><li>This is possible because any given element appears as a "free agent" within numerous concepts allowing the evaluation of each element (positive, negative or neutral) independently of all other elements.</li></ul>What is RDE ?<br />
Technology Industry:<br />Issue: “What should we put into our products to make consumers want to b buy them?”<br />RDE helped HP institute a rapid and inexpensive way to understand their customers’ minds<br />HP used RDE to re-engineer its marketing in terms of pricing, structured offers, and rebate programs, and to rework its advertising and marketing materials to appeal to a younger customer<br />RDE provided a new focus for HP’s consumer marketing resulting in HP making two out of three PC World’s top-rated laptops<br />A Few Case Studies<br />
Food & Beverage Industry:<br />Issue: “What is the perfect blend of coffee beans that will appeal to the largest group of coffee drinkers?”<br />Maxwell House wanted to maintain the quality of their products while keeping prices within bounds<br />Tested a combination of beans on a group of consumers based on the “three coffee tongues” around bitterness<br />RDE quickly, efficiently and cost-effectively generated rules and prescribed knowledge-based actions that led to a better coffee product<br />Coffee sales grew more than 15% at the expense of their competitors<br />A Few Case Studies<br />
Financial Services Industry:<br />Issue: “How do we identify what we can say on a co-branded affinity card to support World Cup Soccer within 2 weeks time?”<br />RDE helped MasterCard & HSBC quickly test potential product attributes with thousands of consumers, combining messages into short test concepts (mix & match) and instructing consumers to rate the different combinations<br />Using the results of RDE, the companies launched the co-branded card in one month, achieved year 1 expectations within month 1, and achieved twice as much in customer acquisitions as was originally planned<br />A Few Case Studies<br />
A process that reveals customer "hot buttons" to ensure you hit your target the first time. <br />Studies that can be executed via on-line in almost any language. <br />Top-line analysis and actionable results that are available 24 hours after the study concludes. <br />Customer insights from hundreds of individuals over a day or two for less than the cost of a focus group! <br />What Can RDE Provide You?<br />
What Are The Benefits?<br />You are able to:<br />Create prototypes that answer the right questions, fast<br />Get at the truths your customers don’t know how to tell you <br />Streamline your research, and get actionable answers in just days <br />Extend the findings value throughout the enterprise<br />Use the fact-based results to inform strategic messaging, corporate communications, product and service development, competitive positioning, investor relations and more….<br />