Features: Rule-of-30 Market Research Process

Rule-of-30 is a probability process.

A sample of 30 in-depth interviews with well-informed individuals leads to confident decisions about a concept’s success.

Rule-of-30 uses the mechanics of …

The Central Limit Theorem of Statistics

Rule-of-30 is a random sampling process

Respondents randomly drawn from a fair sample of 200 + well-informed individuals in a specialty products market.

Rule-of-30 is a Blind Study

Respondent does not learn who sponsors the study

In-depth phone interviews with knowledgable individuals …

Respondent placed in The Professor role in the first 30 seconds of interview[1]

Interviewer remains in The Intelligent Pupil role throughout the interview


[1] Following this script puts the prospect in the role of the “Professor.” The elicitor assumes the role of an “Intelligent Pupil.” By trial and error, I’ve tested each word in first three sentences to do exactly that.
 It’s the 5 to 15 seconds you have after the prospect picks up the phone, to set these roles in the mind of the Professor. Then all you have to do for the next 15 to 30 minutes is: a. Remain in the role of the Intelligent Pupil and b. Use expert elicitation skills to uncover previously unknown data, information, and insights.

I’ve tested every word for its power to set the stage for effective elicitation.

  • First sentence “My name is …..” Immediately gives the respondent your name and your firm’ name. “Associates” positions you as a service provider.
  • Second sentence “Is this a convenient time to talk” A “magic” sentence for securing an elicitation conversation, then or later, with knowledgeable individuals. I’ve been successful when using this sentence in thousands of cold-calls. It works whether the individual’s title is Sr. VP or Plant Operator.
  • Third sentence “I’m a consultant working with clients … “ I identifying yourself as a consultant reinforces the “service provider” phrase in the 1st sentence. “Working with clients” signals you are not going to pitch the respondent to hire you.