Bob Garfield

The secret testing ground for marketers

Marketers love to try new things at low risk. Here's the country many brands look toward to effectively test new products.

Canada: a microcosm of the world marketplace

Who would have thought – Canada, eh? Canada presents a lot of great testing opportunities for brands that want to launch new products in a low risk environment. Marketers have been using Canada for years to experiment in a controlled marketplace in order to gauge the feasibility, flaws, and successes of new products and services. Why? Canada is one of the most ethnically diverse countries in the world, with over 200 languages spoken across 10 provinces. Over 16 percent of Canada's 34 million citizens belong to a visible minority group. Not only that, but the socio-economic statuses of Canadian citizens is extremely diverse and represents a good cross section of the world.

Brian Wong, founder & CEO of Kiip speaks to iMedia's David Zaleski at the iMedia Canada Summit in Montreal about why the country is looked upon as an ideal testing ground for innovative brands, and why American marketers should be looking north for a true cross-section of their audience.

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"Canadian flag in front of the beautiful city of Vancouver, Canada," via Shutterstock.

 

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