Why Phoenix is a popular test market

A marketing expert explains why Phoenix is such a popular market when companies and corporations want to try out new products and practices. Michael Denning, professor of Practice in Marketing at ASU’s W.P. Carey School of Business, says Phoenix has a very diverse population that does a good job of representing a cross-section of Americans. He says when testing a product developers want to spend as little as possible while getting as many reactions as possible, and Phoenix fits the bill for most companies.