What is Naming Research?

Naming research is a process done to determine the best name for a product, service, or solution. Research is conducted to understand if the name resonates with a target market or segment.

Why is it performed?

• Naming research helps companies streamline the naming process and provides unbiased direction.
• It also identifies any potential areas of confusion and validates whether the name is differentiated in the market.
• Naming preferences and perceptions by job responsibility, geography, and company type allows companies to determine which name options resonate most with specific market segments.
• A good mix of ranking and rating scales is used when understanding the usage dynamics for a specific name for your product/ service/ feature.

When is it performed?

Naming research is generally performed before launching a new product or service into the market. Prior to launch, a naming research study is conducted to identify the name that resonates the most with a company’s target market.

How is it performed?

Qualitative Research – Naming research usually begins with qualitative research to capture in-depth customer feedback on attitudes and perceptions towards naming options in order to determine how, what, and why a specific name connects most with the market.

Quantitative Research – Namingualitative research is typically followed by a quantitative study in order to rank or rate potential names for solutions. Quantitative research enables a company to understand naming aspects such as:

1. Preference level for a name/ terminology – by means of ranking or rating scale
2. Likelihood of the name influencing the purchase dynamics
3. Frequency of purchase
4. The general attitude toward the product when associated with a specific name
5. End user’s association of the chosen terminology with the brand (manufacturer)
6. Emotional, functional, and exploratory attributes associated with the terminology