Howard R. Moskowitz

The authors argue Rule Developing Experimentation (RDE) is the key to developing new products.

Unfortunately for shareholders, during the past 15 years marketers have dominated product development. The result: more than 90 per cent of product launches and re-launches fail.

RDE is a process of designing, testing and modifying alternative ideas, packages, products, or services. It is disciplined. It reveals to the developer and marketer what appeals to the customer, even if the customer can't articulate the need.

It contains seven steps:

1. Consider the problem; identify features that may comprise solutions.
2. Mix and match the features in experimental designs.
3. Show the prototypes to consumers.
4. Analyze their reactions.
5. Optimize your prototypes.
6. Identify attitudinal population segments.
7. Apply the rules to create new products.

Howard Moskowitz is experimental psychologist in the field of psychophysics. Alex Gofman is widely published, technology-oriented experimental psychologist. They argue RDE delivers cost-effective actionable results tied to business directives. As a shareholder, I argue, RDE is worth a try.

Penned by the Pointed Pundit
September 18, 2007
8:17:22 PM… (more)