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Name Testing
The brand name is a "bucket" that you hope to fill with goodwill and positive
feelings about your product. The brand name is memory linkage to your product
and it is an identifier that distinguishes your brand from all other brands. Needless
to say, the brand name is a critical marketing variable in virtually all product
categories.
The product naming process typically begins with the creation of a large number
of potential names. Ten to twenty names are common at this beginning stage.
The research objective is to identity the name that resonates with consumers.
NameScreen® is our Internet-based system used to identify
the best names.
How Does NameScreen® Work?
A representative sample of 200 to 300
target audience consumers is recruited from our
Internet panel. These participants are invited to
come to our website and review the names. Each respondent
sees all of the names at one time on his/her computer
monitor, in randomized order. Then, each person
views the names a second time and answers a series
of six questions about each name. The answers to
these six questions are fed into a mathematical
model to calculate an overall score for each name.
The highest-rated names are recommended for further
development.
Additional Resources from Decision Analyst
If you would like more information on Name Testing,
please contact Jerry W. Thomas
by email
or call 1.800.ANALYSIS (262.5974).
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