Accurate marketing research depends on accurate user judgments regarding their needs. However, for very novel products … this paper I explore the problem and propose a solution: Marketing research analyses which focus on what I term the "lead … serve as a need-forecasting laboratory for marketing research. Moreover, since lead users often attempt to fill the need …

A methodology for forecasting the sales of an ethical drug as a function of marketing effort before any sales data are … of a drug's own and competitive marketing efforts and of word of mouth. The model is first validated in this paper via …