If it plays in Peoria, will they buy it in Boise?

February 1992
Marketing News;2/17/1992, Vol. 26 Issue 4, p7
Trade Publication
The article offers a look at the reasons Boise, the capital city of Idaho, is the most often used consumer testing area in the U.S. It discusses the factors which make Boise a favorite of businesses testing consumer response to products ranging from pie crust to telephone systems. These include the fact that Boise is an all-U.S. demographics and has an insulated, affordable media market. This article also mentions some well-known products that were approved and disapproved after Boise market trials.


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