What are good ways to prove that a product is being substituted?

A shift in sales/user numbers is the most widely used indicator for the substitution of products by other products in the same category. Publishers see this happening right now: http://www.guardian.co.uk/books/…

If you want to be able to preconceive an industries’ transition, combine sociological and cultural research with simple chart techniques/chart analysis. Identify trends to gain the opportunity to react before the transition is already in full effect.

See the answer on Quora:

What are good ways to prove that a product is being substituted?

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