Our approach to name testing recognizes that there are essentially two types of product names—descriptive and suggestive or fanciful. If the name is descriptive, we use open and close-ended questioning to determine:
- Clarity and accuracy of message
- with the brand and product
- Product appeal
- Drivers and barriers of appeal
- Relative impact on info-seeking and trial
When testing suggestive or fanciful names (for example, Google) we take a more heavily qualitative approach, using associations and projective techniques to ask potential customers what images, feelings, etc. the name creates in the abstract. We then put the name in context of a product description and category to determine if the same associations are still prevalent or if they have changed.