August 20, 2015
At Catchword, we’ve been in the naming business for 17+ years and helped many clients conduct consumer tests on a new name…and we’ve also talked a lot of clients out of consumer testing as well. Just for clarification, consumer testing is not the same as a global linguistics check that ensures a name is pronounceable […]
February 25, 2015
So, you’re considering using consumer research for your new name. Consumer research is a way to gather opinions about your brand from people in your target audience. While we seldom recommend that clients hire focus groups to evaluate name candidates, there are certain projects for which performing consumer research makes sense. So should you hire […]
August 25, 2010
Sometimes, properly conducted focus group research can provide a useful data point when evaluating brand name candidates. On the other hand, ill-conceived research may torpedo your best ideas and lead you to a name that’s bland at best. So how do you know when a focus group is a good idea? And how do you […]
August 25, 2008
Many naming specialists cringe when they hear the words “consumer research.” This negative reaction isn’t because the idea of research is inherently bad. Instead, it’s because naming firms have seen the good, the bad, and the ugly when it comes to the execution of naming research. And, because many researchers don’t understand the nuances of […]
December 17, 2007
As a naming consultant, I know coming up with new product names is hard. But still, I have to pick on a new one I saw advertised recently: Smart Taste (a new pasta product from Ronzoni). It’s not that the name is horrible; I’m sure plenty of people will still buy the product. It’s that […]