The Consensual Assessment Technique (CAT) is widely used in creativity assessment and has been shown to be a reliable tool in various fields when it is employed together with domain relevant experts. The current configuration of CAT is focused mainly on the creativity assessment of products and outcomes produced in response to pre-identified experimental conditions. The only variable that could cause changes in creativity levels under such condition is the creators of the artefacts in question. There are further influential factors, such as atmospheric motivation, equipment, and time that can affect product creativity. In this study, the goal is to investigate the extension of the CAT to consumer products that are not produced under experimental conditions where creators did not use necessarily the same thinking procedure or environmental condition. CAT was used by 104 experts (in three groups) to assess the creativity of three categories of consumer products including (a) home accessories, (b) electric vehicles, and (c) smoke alarms. Initially, the results of inter-judge reliabilities indicated that CAT can be validly used to assess consumer products produced under dissimilar conditions. However, the outcomes of Exploratory Factor Analysis (EFA) demonstrated that for the case of highly complex products, it was difficult for domain experts to distinguish the boundary between creativity and other factors such as technical merit or aesthetic appeal. As a result, the creativity assessment of complex engineering products using CAT under its original condition should be performed with caution. Furthermore, this chapter highlights the impact of real-world application and context in how we understand and define product creativity.