The book featured a then new-to-the-world approach called RDE, rule developing experimentation. Using systematic experiments RDE uncovers the decision criteria that people use when they evaluate alternatives in their quotidian, daily life. RDE discovers these rules by quite simple, repeatable, robust procedures. For each specific situation (e.g., ordering breakfast in a diner), identify the elements, the features of that situation, when necessary create new-to-the-world elements, put these elements into categories or silos, mix and match these elements to generate vignettes, acquire consumer...
The book featured a then new-to-the-world approach called RDE, rule developing experimentation. Using systematic experiments RDE uncovers the decision...
