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.

What’s in a name? Plenty.

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.

Trade Talk: Brand names offer emotional and psychological benefits

This article discusses the insights regarding brand names discovered by DDB Needham Worldwide as a result of its annual Life Style study.

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.

Research encourages a comprehensive re-design of Blue Nun packaging

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.

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