1. The Decision-Based RDE Methodology Customer insights from hundreds of individuals over a day or two for less than the cost of a focus group! © 2011 Judy Willis Marketing, LLC

2. Rule Developing Experimentation (RDE) RDE is a systematized, solution-oriented business process that designs, tests, and modifies alternative ideas, packages, products, or services in a disciplined way using experimental design, to discover what appeals to the customer, even if the customer can’t articulate the need, much less the solution. What is RDE ?

4. Aspects of RDE have previously been used during the past 25 years for the design and optimization of physical products, product development concepts, marketing communications, as well as packaging.

5. RDE is the foundation for the new science of MindGenomics modeled on the emerging science of genomics and the technology of informatics.

6. RDE has been effectively utilized over the years by many of Fortune 500 companies around the world.What is RDE ?

7. Rule Developing Experimentation (RDE) The three roots of RDE: 1.Experimental Psychology - RDE is founded on the realization that perception and behavior are linked in a two-way exchange. RDE uses a variation of conjoint analysis as its statistical basis. 2.Driving Power of Business – A need to create new products and services that people like, doing so fast and inexpensively 3. The World-View of Social Science - RDE is related to a field called adaptive experimentation (AE), or adaptive management. What is RDE ?

10. Brand Loyalty

12. Personality Type

14. Gender

15. Income Cuts across traditional segmentation & decodes hidden preferences What is RDE ?

18. Technology Industry: Issue: “What should we put into our products to make consumers want to b buy them?” RDE helped HP institute a rapid and inexpensive way to understand their customers’ minds HP used RDE to re-engineer its marketing in terms of pricing, structured offers, and rebate programs, and to rework its advertising and marketing materials to appeal to a younger customer RDE provided a new focus for HP’s consumer marketing resulting in HP making two out of three PC World’s top-rated laptops A Few Case Studies

19. Food & Beverage Industry: Issue: “What is the perfect blend of coffee beans that will appeal to the largest group of coffee drinkers?” Maxwell House wanted to maintain the quality of their products while keeping prices within bounds Tested a combination of beans on a group of consumers based on the “three coffee tongues” around bitterness RDE quickly, efficiently and cost-effectively generated rules and prescribed knowledge-based actions that led to a better coffee product Coffee sales grew more than 15% at the expense of their competitors A Few Case Studies

20. Financial Services Industry: Issue: “How do we identify what we can say on a co-branded affinity card to support World Cup Soccer within 2 weeks time?” RDE helped MasterCard & HSBC quickly test potential product attributes with thousands of consumers, combining messages into short test concepts (mix & match) and instructing consumers to rate the different combinations Using the results of RDE, the companies launched the co-branded card in one month, achieved year 1 expectations within month 1, and achieved twice as much in customer acquisitions as was originally planned A Few Case Studies

21. A process that reveals customer "hot buttons" to ensure you hit your target the first time. Studies that can be executed via on-line in almost any language. Top-line analysis and actionable results that are available 24 hours after the study concludes. Customer insights from hundreds of individuals over a day or two for less than the cost of a focus group! What Can RDE Provide You?

22. What Are The Benefits? You are able to: Create prototypes that answer the right questions, fast Get at the truths your customers don’t know how to tell you Streamline your research, and get actionable answers in just days Extend the findings value throughout the enterprise Use the fact-based results to inform strategic messaging, corporate communications, product and service development, competitive positioning, investor relations and more….

23. Want To Know More? Contact Me: Judy Willis President & CEO Judy Willis Marketing, LLC D: 678-613-2096 jswillis2011@live.com www.linkedin/in/judyswillis