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.


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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands