We explore some of the challenges in forecasting customer acceptance of products that revolutionize product categories or define new categories. Specifically we address future conditioning, full information, user experience, user control, and active search. We describe a new method based on...

This paper develops and applies a prelaunch model and measurement system to the marketing planning of a new automobile. The analysis addresses active search by consumers, dealer visits, word-of-mouth communication, magazine reviews, and production constraints---issues that are important in...