For example, a soda bottle can have different packaging variations, flavors, nutritional values.
Typically, the goal is to make the product more desirable and to increase marketing metrics such as Purchase Intent, Believability, Frequency of Purchase, etc.
In this method, multiple product attributes are specified and then tested with consumers.
Due to complex interaction effects between different attributes (for example, consumers frequently associate certain flavors with packaging colors), it is problematic to use mathematical methods, such as Conjoint Analysis, typically used in industrial process optimization.
Evolutionary algorithms (such as IDDEA) are used to optimize products, concepts and messaging.