FOREWORD xi
ABOUT THE AUTHORS xiii
ACKNOWLEDGMENTS xv
INTRODUCTION 1
PART 1 MAKING MONEY 17
CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS 19
CHAPTER 2 MAXWELL HOUSE’S CALCULUS OF COFFEE 27
CHAPTER 3 DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO 47
CHAPTER 4 HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE 65
CHAPTER 5 DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW—LEGALLY! 87
PART 2 MAKING THE FUTURE 105
CHAPTER 6 RUBIK’S CUBE OF CONSUMER ELECTRONICS INNOVATION 107
CHAPTER 7 BRIDGING COOL DESIGN WITH HOT SCIENCE 125
PART 3 FLYING TO VENUS 153
CHAPTER 8 MIND GENOMICS: CONSUMER MIND “ON THE SHELF” 155
CHAPTER 9 MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO “PRODUCTS” 183
CHAPTER 10 RDE DEFEATS MURPHY’S LAW AND “BARES” THE STOCK MARKETS 205
CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE 225
CHAPTER 12 RDE’S “BRAVE NEW WORLD!” 235
EPILOGUE 239
INDEX 241
Can you remember the world before the iPod? How about the world before chunky tomato sauce or brown mustard? Many of these products came about not through focus groups and polling, but rather through research and development labs and marketers developing the products they knew customers would want, before customers knew they wanted them. Today your customers can actually help you create your next product. Rule Developing Experimentation (RDE) is a solution-oriented learning experience. RDE is the systematized process of designing, testing and modifying alternative ideas, packages, products, or services in a disciplined way so that the developer and marketer discover what appeals to the customer, even if the customer can't articulate the need, much less the solution. The book begins by presenting best practices in the RDE from some of today's top companies: HP, Prego, Vlasic, and Mastercard. It then goes on to examine RDEs use in innovation and design, and goes on to examine its possible uses in the international, political, bioinformatics, and finance areas. Filled with real-life stories, this book will change the way people think about selling to their present and future customers.
Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press, Dr. Moskowitz is known worldwide as the leading thinker and creator of advanced research technology in the area of new product and concept development.
His background includes a Ph.D. in Experimental Psychology from Harvard University and seven years as a Senior Scientist at the U.S. Army Natick Laboratories. In July 2004, he was elected as an IFT Fellow for his contributions in the field of food science and technology. He was also awarded the American Marketing Association’s 2005 Charles Coolidge Parlin Marketing Research Award, regarded as the “Nobel Prize” of the market research industry.
Dr. Moskowitz has spoken widely at both scientific and market research conferences, and guest-lectured at leading business schools including Wharton, Harvard, Yale, and the University of Texas at Austin. He also appeared weekly from 2004-2006 on ABC News Now as The Food Doctor, highlighting the food industry’s most exciting innovations.
Alex Gofman, VP and CTO of Moskowitz Jacobs Inc., is the architect of several globally-recognized market research technologies and holds multiple patents. Widely published in the scientific press on the topics of technology-oriented experimental psychology, he has led new methodologies and algorithms development as well as other aspects of MJI operations since joining the firm in 1992, and is lead developer and architect of its IdeaMap® family of products. He holds a BS and a MS in Computer Science from Donetsk National Technical University, where he graduated Summa Cum Laude in 1981.
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