Word: moinesity
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Dates: during 1990-1999
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For years, Peoria was the test-marketing capital of the nation before the equally unremarkable Des Moines, Iowa, stole away that distinction. Company after company brought their products to the heart of Illinois, assuming that if their TV dinners and stainless steel knives were good enough for Peorians, they were...
And customers have begun to think differently as well. Charles Hintz, a retired psychiatrist from Des Moines, Iowa, has found a kind of salvation in the Net's limitless ease and bounty. Hintz, a 68-year-old quadriplegic, was paralyzed in a fall 12 years ago, but for the past...
Des Moines has both urban and rural within minutes of each other, says Jeff Bradford, chairman of the marketing department at Drake University in Des Moines, and that's attractive to companies that want products tested. With its housing and development boom, Des Moines "captures the growth and the shift...
Sometimes there's no advertising or fanfare when a company wants to test a product. A new sandwich just shows up on the menu at a fast-food restaurant, and the people of Des Moines have no idea they are the only rats in the national laboratory.
With millions of dollars at stake, you don't flip a coin. You ask Des Moines.