Name Development Marketing Research

Recent Articles

Below are the 3 most recent articles 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.

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

In Case You Missed It... October 2009

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

Related Articles

There are 8 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

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.

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.

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

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.

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