And surprisingly, the steps are not Herculean. They can be understood even by common man with basic education. It means with a very little effort a huge target can be achieved. There need be motivation and interest to adhere to it. RDE helps in yielding high dividends.
RDE can be implemented for not only consumer good companies but also B2B companies. RDE is nothing new, but Alex Gofman and Howard R. Moskowitz, have exhibited the essence of it very nicely in their book. Importance is given to the development of items that are not yet well known in the market, but that will be highly acceptable.
RDE is a solution oriented learning experience. The customers help the manufacturer to design and create a new product, which have come to the market after it is produced through rigorous research and development programme. “It is systemized solution oriented business process experimentation that designs, tests, modifies alternate ideas, packages, products or services in a disciplined way using experimental design, so that the developer and marketeer discover what appeals to the customer, even if the customer articulate the need, much less the solution.”(Alex Gofman & Howard Moskowitz, 2007)
At the outset it was made use of for product optimization and then message optimization for advertising, promotions etc. Applications of RDE are there in any field that involves human choices and decisions, for example, social science, public policies, stock market, crisis communication management etc.
1) Identify the free offer that accompanies the main product. For example, take the case of credit card. The offer may be with respect to Annual Percentage Rate (APR). In the case of others, there may be rewards, monetary benefits or discounts.
The structure of RDE grants higher success than any other method. It is accepted that the seven steps given above clearly make the consumer understand the problem and arrive at the proper solution.