The reaction that occurs when Mentos are added to bottled soft drinks has become a staple demonstration in earth science courses to explain how volcanoes erupt. This paper presents how this engaging exercise can be used in a marketing research course to provide hands-on experience with problem formation, hypothesis testing, and causal research. A detailed description of the process is provided, including a preliminary think-pair-share activity, hypothesis development, experimental design, and execution. Postmortem discussion guidelines that reinforce the linkage between the activity and course learning objectives are included. (Contains 1 figure and 2 tables.)