The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

Introduction

The product is the core of any marketing mix model, and its relevance is increasing today. More precisely, superior product performance matters more than ever today, for good reasons (Cousins et al., 2019). In today's world, the competitive environme