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Ideal test market

Brussels is a very cost-efficient test market; a successful launch in Belgium is a good indicator of similar success in other European markets.

In fact, many companies, both European (Beiersdorf, etc.) and non-European (Coca-Cola, etc.), have already successfully used Brussels as a consumer market test case.

Why is Brussels the ideal test market? It’s because Brussels is a truly international city, with a huge multicultural workforce and consumer base. About one-third of the city’s one million inhabitants are foreign nationals. Nationals from each of the 27 EU Member States are represented here, as are those from many other countries around the world.

With such a rich mix of nationalities, Brussels is an international city that is open for international business. No fewer than 1,300 foreign companies are already based here.

Straddling the border between Anglo-Saxon, Latin and Germanic cultures, Brussels is an international and cosmopolitan city where different cultures and nationalities meet, mingle and do business.

What makes Brussels the ideal test market?

  • High acceptance of foreign products.
  • Gateway to European market.
  • Multicultural population.
  • A microcosm of European diversity.
  • Exports account for 74% of local GDP; imports accounting for 73% of local GDP.
  • International city, located at the crossroads of the Anglo-Saxon, Latin and Germanic cultures.

“It’s this European intersection, the Germanic and Latin influences, that allows us to have a quick and clear vision of a product’s potential value.”

Isabelle Maes, Marketing Manager, Beiersdorf (Germany)

“We chose to set up in Brussels because we did not want to be seen as British, German or French…we wanted to be pan-European.”

Ferdinando Beccalli, President and CEO, General Electric International