AR and VR are not new technologies, yet two converging forces are accelerating their adoption: clearer, measurable business value and rapid improvements in hardware and software that enable richer prototype testing through immersive user experiences. Consequently, these forces are expanding the role of AR/VR across product design, R&D, training, and operational workflows, turning what was once experimental into a practical, strategic capability and unlocking new possibilities for Prototype Testing via Immersive User Experiences.

Cost estimation has a long and storied history — even appearing in biblical texts. Luke 14:28–29 underscores the importance of planning: “...he should first sit down and count the cost, to see whether he has enough to complete it.” The question today is not whether to estimate costs, but which method is most effective for a given application. Among the most enduring and versatile approaches is Parametric Cost Modelling.

Traditional and emerging technologies rooted in conventional design and manufacturing are increasingly inadequate in addressing today’s urgent societal challenges. These include environmental crises like climate change and pollution, infrastructure concerns such as aging systems and integrated manufacturing, rising computational demands, and critical issues in human health and resource management — ranging from aging populations and food insecurity to vaccine development and organ replacement.

Economic systems are built and steered by people, not by immutable natural laws. Unlike physics, where objects follow fixed rules, economic choices reflect human emotions and judgments. While neoclassical economic theories provide robust frameworks for analysing and designing efficient markets, they cannot fully explain every instance of market failure. That gap has given rise to behavioural economics and price psychology — a field that enriches traditional economic models with psychological insights to better account for how real consumers and firms actually behave. One of the toughest challenges in marketing is setting the right price through behavioural pricing tactics. Drawing on concepts from psychology, behavioural economics, and classical marketing research, practitioners have shown how applying behavioural pricing strategies can boost demand and maximize adoption. Indeed, price remains one of a company’s most strategic levers. When devising a pricing strategy, marketers must look beyond production and distribution costs to understand what customers truly value. Shoppers seek the optimal blend of cost and quality — what they perceive as “value for money.” By leveraging behavioural pricing principles and consumer pricing psychology, firms can align their own revenue goals with the value expectations of current and prospective buyers, driving stronger sales performance.