Name Research
Name research can be an important step in the naming process.
How Name Research Can Help
Name research can help you select an optimal name for a product, feature, or service. Name research can be used as an exploratory step to identify language, words, word-parts, tone, and concepts that may be useful and relevant to the name development process. It can also be used to course-correct name development along the way. Most typically, name research is applied toward the end of the naming process to help narrow-down to a set of promising name candidates and ultimately help to identify an optimal final name candidate.
The first step in fielding a useful study is to define the purpose of the research clearly and precisely. Qualitative and quantitative name research can address all or some of the following objectives:
1. Adding value to or supporting a brand strategy, value proposition, positioning, and tone of voice
2. Starting a compelling story about a new experience, capability or set of benefits
3. Providing information clearly so a customer can easily navigate across or within a larger, existing portfolio
4. Allowing enough elasticity to represent potential product and/or messaging evolution over time
5. Differentiating an offering within a competitive landscape
6. Engaging audiences at a more emotional, visceral level
Our Approach
It’s less important to learn what a customer “thinks” about a name or whether they “like” the name or not. In fact, this kind of approach can be quite misleading. Our name research methodology is designed to out-perform such typical and traditional approaches.
Since every naming assignment is unique and nuanced in its own way, every name research study we field is customized and precisely structured to meet the right objectives according to business and brand strategy, market and audience context, and the role that the name will play in a portfolio of offerings.
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