The field of consumer and sensory research increasingly recognises the importance of ecological validity in sensory data, emphasising the context in which food and beverages are evaluated. While initially focused on understanding consumer food acceptance, the application of these insights has broadened across sensory research. Simply including a digital context may not be automatically effective as it requires consideration of understanding the participant experience, its applications and the circumstances under which it can enhance ecological validity. This paper discusses key methodological developments for recreating digital contexts in traditional studies such as sensory and consumer food choices and acceptance, highlighting improvements for future food evaluation studies. It also explores recent advancements in extended reality research and its applications beyond traditional evaluations, including discussions of recent applications in behavioural science, education and healthcare.