Issues based consulting rde

Issues-Based Marketing Consulting Helping Companies Achieve Their Full Potential

© 2011 Judy Willis Marketing, LLC

What Do We Do?

We work with Senior Executives to resolve business issues using fact-based methodologies and market research.

What Do We Do?

We identify the

root cause of

issues in order

to positively

effect change.

What Do We Do?

We help companies looking for:

Revenue Enhancement • Tap Marketplace Insights and Make

Fact-Based Decisions Quickly to Resolve Issues

• Reach New Customers and Capture New Markets

• Evaluate New Business Models • Prioritize Initiatives and Allocate

Resources While Ensuring Team Buy-In

Innovation • Drive Innovation to Create Fresh New

Products and Services

What Do We Do?

We help companies looking for: Brand Perception, Positioning & Messaging • Bridge the Gap Between Internal and

External Perceptions of Your Business • Refresh Your Brand to Better

Communicate What You Stand For • Operationalize and Communicate Your

Brand Using Key Touch Points Customer Engagement • Identify New Business Channels • Build a Customer-Savvy Organization to

Deliver Highly-Valued Customer Experiences

How Do We Do It?

We work with leadership teams to gather information, prioritize and focus resources, and develop effective business solutions and roadmaps.

How Do We Do It?

• Marketing Strategy • Marketing Research &

Analytics • Marketing Communications • Market Insights • Management Consulting

We use a combination of:

How Do We Do It?

• We help you develop that emotional “hook” that attracts new customers and holds on to existing ones.

• We help you land new customers.

• AND, we help you get the most out of your marketing dollars!

• We gather information, prioritize and focus resources, and develop effective business solutions.

• We help you create the right customer experience.

What Tools Do We Use?

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.

Rule Developing Experimentation (RDE)


• RDE was developed by three professors at The Wharton School of Business at the University of Pennsylvania.

• 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.

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

• RDE has been effectively utilized over the years by many of Fortune 500 companies around the world.

Rule Developing Experimentation


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.

Rule Developing Experimentation (RDE)


Attribute Mapping

• To ensure that the engagement is in line with the strategic and financial goals of the organization, and to vest executives and other key stakeholders in the process and the desired outcomes, we will conduct in-depth interviews and/or a staff survey to better understand their views and in order to identify and map key brand attributes.

The Decision-Based RDE Methodology


Behavioral Segmentation

- Product Usage

- Brand Loyalty

- Attitudes

Psychological Segmentation

- Lifestyle Type

- Personality Type

- Social Class

Demographic Segmentation

- Age

- Gender

- Income


• Via the Internet, RDE tests systematically varied concepts as a means to quantify the impact of the individual statements that make up the concepts.

• RDE analysis also focuses on the performance of each of the elements as well as the synergies between the elements. Elements that are related are arranged in groups of buckets called “categories.”

Cuts across traditional segmentation & decodes hidden preferences


• Utilizing the RDE optimization methodology, customers will evaluate a wide array of product features and benefits available to the client and establish a hierarchy of market impact.


• RDE is a methodology executed via the Internet that tests concepts as a means of evaluating their systematically varied components (elements.) Rather than focusing on the performance of the full concepts, RDE analysis focuses on the performance of each of the elements.

• This is possible because any given element appears as a "free agent"

within numerous concepts allowing the evaluation of each element (positive, negative or neutral) independently of all other elements.

A Few RDE Success Stories

Technology Industry:

• Issue: “What should we put into our products to make consumers want to 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


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


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

What Can RDE Provide You?

• 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 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….

A Sample of Our Client Experience:

Who Am I?

• Senior Marketing Executive with over 27+ years of experience

• Entrepreneur • President & CEO • Chief Marketing Officer • Senior Strategist • Client Advocate • Market Researcher • Collaborator • Motivational Team Leader • Business Development Pro • Passionate Marketing Enthusiast • Artist & Scientist

Judy Willis

Unlock Your Company’s Potential!

Contact Me:

Judy Willis

President & CEO

Judy Willis Marketing, LLC

D: 678-613-2096

[email protected]

www.linkedin/in/judyswillis

mailto:[email protected]

Issues based consulting rde

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