Ever felt like you're stuck in 2005 with your product testing? You're not alone! For decades, Central Location Tests (CLTs) have been the go-to method for consumer validation in product development.

But with innovation cycles speeding up and consumer preferences constantly shifting, many R&D and marketing teams in CPG are asking a crucial question: Are CLTs still the best we can do?

Where CLTs still matter

Before we dive into what’s broken, let’s recognize what works. Consumer tests and focus groups remain valuable tools—especially when used strategically and supplemented with more agile, modern approaches.

Strengths of consumer tests and focus groups

1. Rich Qualitative Insights: Focus groups uncover emotional responses, non-verbal cues, and deep motivations—insights that surveys often miss .
   
   
2. Early Problem Identification: They help catch misalignments before they hit the shelf, saving time and money on failed launches .
   
   
3. Co-Creation Opportunities: These sessions allow consumers to become your co-creators and innovation partners letting them shape products and ensuring better market fit .

That said, traditional methods come with inherent limitations—and that’s where digital innovation steps in.

The CLT reality check: What's not working anymore? 

Despite their historical role, CLTs are struggling to keep up with the speed and scale of modern product development.

Key Challenges with CLTs

• They’re Expensive: A typical CLT can cost upwards of $100,000 (estimate based on conversations with our clients).
• They’re Slow: From setup to analysis, a single CLT can take 2+ months—delaying your go-to-market timeline.
• They’re Biased: Small panels + groupthink = potentially misleading decisions.
• They Lack Scalability: Most CLTs test only a handful of concepts, limiting your ability to explore broader innovation territories.

In today’s competitive CPG landscape—where 85% of new products fail within 12–18 months—these gaps are no longer acceptable.

The ultimate CLT glow-up: Emerging alternatives

Leading CPG companies are shifting toward modern consumer testing methods that are faster, scalable, and more data-driven.

What's changing?

• Digital product testing platforms: Instant validation with AI and digital twins. These platforms enable you to predict purchasing intent and liking scores of new product concepts at a very early stage. No need for physical samples or in-person panels. 
  
  Platforms like Headspace enable instant concept validation using AI and digital twins.
• AI in Sensory Evaluation: Machine learning models help map preferences, optimize product profiles, and remove human bias—while still delivering rich, contextual insights.
  
  
  Breakdown of liking scores among different demographics and consumer groups for a drink concept. 
• Early-stage validation with digital twins: With digital twins brand can test a few 100 ideas in a matter of minutes against a virtual representation of their target consumer. Read more about how digital twins work here - Snack innovation: How digital twins get it right
  
  
  Headspace's technology lets you test thousands of product concepts with real consumers in minutes—not months.

The perfect innovation mix: Traditional + AI-powered

Innovation isn't about throwing out the old—it's about leveling up. Qualitative research is valuable for product innovation. But knowing when to use it—and how to augment it with scalable solutions, is even more valuable.

The smartest innovation teams today combine the best of both worlds:

• Use focus groups for emotional and qualitative feedback.
• Layer in digital tools for speed, scale, and quantitative rigor.
• Run iterative concept tests to validate and refine ideas from early-stage ideation through to launch.

This approach enables consumer-driven innovation that minimizes risk, increases accuracy, and accelerates time to market .

Rethink how you innovate

CLTs aren't inherently ineffective—they’re just no longer enough on their own. If you're leading marketing, insights, or R&D in CPG, you need tools that match the pace and precision of modern innovation.

Headspace gives you:

• 📊 More ROI per test with scalable digital twins
  
  
• ⏱️ Faster validation cycles—from months to minutes
  
  
• 🧠 Bias-free insights tailored to your target audience
  
  
• 💡 A single source of truth across marketing, R&D, and insights
  
  

💬 Don’t abandon traditional methods—enhance them. Make qualitative feedback smarter, and quantitative testing faster.

Want to embrace AI-driven product innovation? 

Explore how Headspace can help you replace CLTs with digital twins, unlock deeper insights, and bring better products to market—faster.