Name Development Marketing Research

Recent Articles

Below is the recent article on this topic. These articles were published within the last three years and are only available to registered subscribers.

How research helped develop the USPS’s Sample Showcase program

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.

Related Articles

There are 11 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

The name game

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.

In Case You Missed It... October 2009

News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Testing product names

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.

Guidelines for success

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.

In Case You Missed It... December 2009

News and notes on marketing and research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

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Specialties

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