America’s Test Market

 

Why wouldn’t companies use large cities like Los Angeles, New York, or Chicago for test markets? What is so special about plain old Columbus, Ohio? One main advantage Columbus has over other cities is that it has a strong population, meaning the population has lots of young, trend-setting customers. Also, the city is more educated than average since the university Ohio State is within its proximity. Columbus has a strong information technology job market, which means the city is very technologically advanced. Additionally, marketers aren’t always looking for a test market that represents the whole United States. Sometimes they are more looking for a group of people their products are targeted towards and for the fast food industry, Columbus is a perfect representation of that. So don’t underestimate Ohio, it is good for some things! 



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