A New Approach to Modeling the Adoption of New Products: Aggregated Diffusion Models
Companies need tools and models that accurately describe and forecast the diffusion process of new products. Most tools for predicting the diffusion of an innovation, given early data, use aggregate models (such as the Bass model) that capture the impact of advertising and word-of-mouth on adoption. Because of their aggregate nature, however, (i.e., these models treat each month or each year as one observation), they are often unable to produce reliable predictions early in the diffusion process, when such predictions would be most helpful (e.g., in order to adjust the launch campaign).