RDE or Rule Developing Experimentation


While reading “Selling Blue Elephants” I learned about the process of RDE, which proves to be very useful in product development.

“In many cases, consumers cannot articulate exactly what they need, want or like.”

“Identify and experimentally explore the factors that could drive consumer interest.”

“Show consumers several systematically designed prototypes.”

Steps in RDE:

  1. Think about the problem and identify groups of features that comprise the target product: do your homework and structure the problem. GIGO principle (you can throw many ideas for customer to test) Garbage in Garbage Out
  2. mix and match the elements according to a special experimental design to create a set of prototypes.
  3. show prototypes to consumers
  4. Analyze results — regression module
  5. Opti ize
  6. identify naturally occurring attitudinal segments of the population

Create superb products for selected people!


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