Abstract:

This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study depicts the use of a biometric appliance to capture emotional response, and the third case study we conducted together with PepsiCo displays how virtual and augmented reality can be used to contextualize the product experience to be more realistic when testing products.