Brainstorming Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.

It sells the product by itself

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.

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.

Inhabit the user's world

For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.

Qualitatively Speaking: Involving your core users

Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.

See more articles on this topic

Related Articles

There are 7 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Trade Talk: A look at our new look; going ethno in San Fran

Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.

Creating the right atmosphere

Creativity is often considered an accident or something akin to magic. This article discusses creativity as a process and examines creative problem-solving.

Creativity is lurking inside your company: Do you know how to find it?

Innovation isn't necessarily born from creative or marketing departments alone. A company's staff members may be just what the company needs for generating ideas. This article discusses internal idea generation, including tips for conducting a successful internal idea generation session.

Getting more golden eggs without killing the goose

For single-product companies considering moving away from a single-product strategy, there is a challenge for how to do so without killing the brand that has given so much over the years. By way of example, this article provides suggestions on refocusing innovation.

On-line brainstorming

Online marketing will help you get closer to your consumers and stay ahead of the competition. Using three case studies, this article discusses the use of MindStorm, an online think tank, to solve a business problem.

See more articles on this topic

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Brainstorming/Idea Generation
• Name Development

Conduct a detailed search of the entire Researcher SourceBook directory