Word: malling
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...this mall location, the Granthams say, that gives them an edge over the competition. The Park Fair has a senior center, a post office, a grocery store, retail shops and, most important, the Iowa Department of Transportation...
...Park Fair Mall...
...GRANTHAM & ASSOCIATES, the mall's sign blinks with flashing yellow lights. "Your link to the consumer...Iowa's largest food demonstration company...
From its home office at the mall, TLG sends those apron-wearing Betty Crockers into supermarkets with free food samples. It also administers taste tests, leads focus groups, conducts mall intercepts (these are the people who carry clipboards and are always smiling, which apparently works in the Midwest...
...Park Fair, TLG lures mall rats to its laboratory, often rewarding them with cash or food. Once there, they might sit in the focus rooms and chew gum for hours to test new flavors, or they might examine a fleet of new banana-seat bicycles and comment on the colors and styles. All the while, clients can view the testing through two-way mirrors. For one test, 35 children came in to sample 34 different juices. Hey, it pays to go to the experts...