This paper integrates market research within this lead user methodology and report a test of it in the rapidly evolving field of computer-aided systems for the design of printed circuit boards (PC-CAD).

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 investigates the effectiveness of social media advertising and online video advertising using three large-scale controlled field experiments in the U.S., China and the Netherlands. The study was implemented using a technological approach that allows researchers to combine controls...