New Name Research

The acid test: How customers and prospects react to a new name.

Naming can be a highly subjective activity.

We tend to select and reject names based on purely personal criteria. New name research can eliminate the bias and help you select a name that best resonates with the market. 

You gain insight about the three most important attributes a new name should possess: is it easy to remember, does it please customers and prospects, and to what extent do respondents believe the candidate meets the goals you had set for a final name. Then the research allows you to weigh and select the one name out of the final contenders that best satisfies your naming criteria.

The research usually consists of telephone interviews with customers and prospects, whose names are provided by you or through a list broker based on your profiles. We will develop the questionnaire. We can either conduct the interviews or provide instructions so your staff can perform the interviews. Research can also be done via the internet using on-line "live" focus groups or other techniques.

Upon completing questionnaires, we tabulate and analyze the data, write a comprehensive report, and make recommendations. Normally, no more than five names should be included in the research, but by dividing a larger quantity of names into two groups, up to ten names could be evaluated. 

The decision to research can be made after final names have been selected. Normally, the entire process can be completed in three weeks. Pricing depends on number of names; length of questionnaire; and number, source and availability of interviewees. 

Research can also be performed to determine if an existing name meets current criteria and market goals. Additionally, positioning research which identifies and profiles the position your brand or company occupies in the minds of your customers and prospects, as well as the positions occupied by your major competitors, can also be contracted from The Namestormers.