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Marketing Research Articles Related to Name Research

Marketing Research Articles Related to Name Research

Showing items 1-11 of 11.

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How research helped develop the USPS’s Sample Showcase program

Published
December 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

In Case You Missed It... December 2009

Published
December 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

In Case You Missed It... October 2009

Published
October 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Insights into name research

Published
May 2008
Author
John Hoeppner
Abstract
There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Testing product names

Published
March 1989
Author
Ira N. Bachrach
Abstract
Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

Tips on testing branding concepts, product names, slogans and ad copy

Published
May 2008
Author
James Murphy
Abstract
Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

Trade Talk: Brand names offer emotional and psychological benefits

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses the insights regarding brand names discovered by DDB Needham Worldwide as a result of its annual Life Style study.

Using qualitative research to help name new products

Published
December 2006
Author
Myra Summers
Abstract
An overview of the ways qualitative research can help the name generation process. Tips are presented for dealing with pronunciation issues, winnowing the list of candidates, and testing the final list of most promising options.

Using tachistoscope, semantic differential and preference tests in package design assessment

Published
October 1989
Author
Donald Marich
Abstract
Taken from the book Handbook of Package Design Research, this article discusses a research methodology that measures consumer response to test package/label designs in terms of three decision criteria: impact, imagery, and preference.

Would a Fartfull by any other name smell as sweet?

Published
May 2008
Authors
Brett Miller and Oliver Pangborn
Abstract
The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.