Publisher Summary Consumer research is divided into two assessments: in the early stage, the developer and marketer create the basic idea of a product (or service), and in the second stage the product's physical characteristics, packaging, and communication are developed. This chapter presents ways to develop product ideas for low-caloric, pleasurable products, packages, and communications using structured research or RDE (rule developing experimentation). The key to the approach is the experimental design, an “architecture” of the stimulus, populated with options, creation of test combinations, consumer evaluation, and identification of “what works” and “with whom.” Systematic approaches, such as conjoint analysis, are now used by concept and product developers worldwide. This chapter shows how systematic approaches identify “what works” for foods, using ice cream as an example. These approaches, which can be used to create concepts for low-caloric, pleasurable foods, cut across the different corporate functions involved in a new product—R&D function (product development), marketing (communication, advertising), and packaging.