a qsr chain wanted to develop a premium burger, using special ingredients. however, in a de-branded product test, the burger did not tick off too many palette points, to justify its premium pricing. back to the kitchen, and some change in ingredients, but still no success. to cut the iterative process short, a new technique was put in place, creating a new burger prototype and testing, both quantitatively and qualitatively. this cut the development process from a couple of months to 3 days! and that was how the perfect burger was created!