Is Columbus still the ideal market for consumer research?
Great research can happen anywhere—whether in the bustling cities of China, a nature school in Sweden, or right here in the Midwest. At Design Central, we’ve worked across continents to help brands uncover meaningful insights that shape their products and strategies. Our experience coordinating, conducting, and analyzing design research on a global scale has deepened our appreciation for these unique markets and the invaluable perspectives they provide. Still, we must admit that Columbus, OH holds a special place in our hearts.
That poses a question: is Columbus still the ideal market for consumer research?
If you live in Columbus, you may know that Columbus was once considered the ideal test market for companies. Many brands, especially in the food and beverage industry, chose Columbus to unveil new products, hoping to gather valuable feedback before launching nationally. For example, McDonald’s tested the McRib in Columbus, and Starbucks once tested a Dark Barrel Latte here. The list goes on. So, what makes this Midwest city so attractive for research, and is it still the likely choice today?
One major reason Columbus stood out to brands was its population diversity. “Through the 1990s and 2000s, Columbus was a top test market primarily because its demographics closely mirrored the rest of the U.S.” (Columbus Monthly). For brands, Columbus was a microcosm of the nation—a one-stop shop for feedback that could predict a product’s performance on a larger scale.
Fast forward 25 years, and while other cities have also experienced diverse population growth, Columbus remains an ideal test market. Why? Beyond demographics, Columbus has cultivated a deep appreciation for innovation. The city supports start-ups, leads advancements in healthcare, and boasts a robust information technology (IT) community. Combine this with a vibrant local college and university student population—prime trendsetters—and you have a city ripe for design research investments (Columbus Monthly).
While we’d happily help test the next viral burger or latte, Columbus’ potential for research extends far beyond menu items. Columbus residents are inevitably early adopters of exciting, profound, and beneficial change making it a strong catalyst for various key advanced industries. The Columbus Region lists Columbus as leaders in automotive and mobility, fashion and retail, finance and fintech, food and beverage, insurance and Insurtech, life sciences, and semiconductors. Along with medical devices, industrial manufacturing, and various non-profits, the area has a foundation of professionals with key insights.
For almost 40 years, the Design Central team has discovered the incredible range of design research that impacts product development across industries. From researching how healthcare providers move around their workspaces to understanding how a beauty brand can lean into the health and wellness space, we have seen the wonderfully creative solutions that come from pursuing the right research questions for any brand. Whether conducting on-site interviews, observing customer behaviors, or analyzing trends, we tailor our research approach to the needs of each client, no matter the industry.
If you are planning your next research initiative, we would love to partner with you.As a design firm, our process combines researchers, designers, engineers, trend experts, user-experience specialists, and innovation strategists, all working closely with our clients. This mix of disciplines creates a broad professional lens that produces actionable information and strategies. Coupled with Columbus’ exciting density of optimists and forward thinkers, it’s a match made in the Midwest.
Contact Tim Friar for more information about working with Design Central: t.friar@designcentral.com
Sources:
Columbus Monthly. “How Columbus Became America’s Test Market.” Columbus Monthly, January 26, 2015. Link
Columbus Region. “Economy.” Columbus Region, Link