ABSTRACT
This chapter gives one path to the customer mind, as a business tool to pole-vault into the High End. Asking people what they want or what might happen in future puts undue burden on them. This task might be too difficult for many consumers. A consumer does not want to read elegantly crafted sentences in a vignette, preferring instead simple statements that get to point and put the message across. At the same time, the consumer wants more than a simple bullet point. Rule Development Experimentation (RDE) allows and tests many more ideas than traditional market research beauty contests, thus expanding your ability to find something new, promising and insightful. RDE works differently from conventional approaches. Conventional questionnaires instruct the respondent to rate each element, one at a time. But RDE suggests different ways that their heads work. And, if you know the mindset of a person you meet, you're likely to know what to say, and what to avoid.
