This is often discussed in business schools as a danger of doing market research. Pepsi was running ads about beating Coke in tastes tests (which Coke confirmed

This is often discussed in business schools as a danger of doing market research. Pepsi was running ads about beating Coke in tastes tests (which Coke confirmed). Pepsi is sweeter and people liked it better in a little sample sip, but to sit down and drink a whole glass was too much. New Coke was made to taste more like Pepsi.