We develop a simple method for forecasting and benchmarking consumer trial of new products. First, we extend the exponential trial growth models used in controlled test markets to the context of national product launches. This provides a marketing science benchmark against which our new approach...

The primary role of academic marketing research is to generate and investigate knowledge claims about marketing. A primary role of marketing education is to pass on well established knowledge claims to our students, so that they can use them to guide marketing decision making. Unfortunately,...