Check out What the Failure of New Coke Can Teach Us About User Research And Design by by. Here is an excerpt:
In the late 1970s, Pepsi was running behind Coca-Cola in the competition to be the leading cola. But then Pepsi discovered that in blind taste tests, people actually preferred the sweeter taste of Pepsi. To spread the word, Pepsi ran a famous advertising campaign, called the Pepsi Challenge,…
The full article is available here.
