Research

Study: Demographics make Phoenix viable for market testing

A recent study ranked Phoenix Number 8 on a list of U.S. cities that closely resemble national demographis averages. Presumably that makes Phoenix a good place for market testing, but in an interview in the Phoenix Business Journal, Associate Professor Douglas Olsen warns that many factors affect the choice of a community to test new products. Phoenix may be a good fit for some, but not all.

2014-10-03

From the Phoenix Business Journal, August 27, 2014: “Associate Professor Doug Olsen from ASU's W.P. Carey School of Business said there are more factors to consider besides similar demographics. Regional differences, existing competition, cost of living, local regulations and even weather can affect the outcome of a market study.” Read more About Douglas Olsen: Douglas Olsen, B.Sc., MBA, Ph.D. is an Associate Professor of Marketing and Coordinator of the Strategic Marketing and Services Leadership Specialization. Since joining W. P. Carey in 2008, Douglas has been active in graduate and undergraduate programs, teaching marketing strategy as well as research methodology.  Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization, as is focused on in his recent book, The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas. His academic research has been published in journals that include: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology an International Journal of Research in Marketing. On a personal side, Douglas is fascinated by contemporary design, and enjoys traveling, furniture making, browsing eBay for “really cool old stuff” and spending time outdoors.

Marketing Marketing Strategy