Rule-developing Experimentation - Key Advantages of RDE

Key Advantages of RDE

• The structure of RDE imposes the discipline of thinking resulting in a higher success rate than other methods. Many users report that just preparing for RDE (seven steps above) helps them to better understand the problem and find possible solutions.
• Individual models for each respondent allows for more robust and rich data to generate rules. Some of the advantages of individual models include:
  • Pattern-based discoveries (Step 6, segmentation) to generate rules for more targeted optimization (also called attitudinal segmentation or latent segments)
  • Simulate market share and choice analysis
  • Discover any and all meaningful pair-wise interactions between the elements
  • Analyze how one element ‘drives’ responses to another element using scenarios (e.g., in case of a category containing brands names, the researcher can compare the utilities of other elements when each of the brands are kept constant).,
• RDE uses a variation of dummy variable regression to estimate the absolute values of the utilities, which in turn allows databasing the result for tracking the consumers’ minds and easy comparison of the utilities across the categories.