So what do you do if you have more than one name candidate that meets your branding goals and management is struggling to understand which name offers he greatest potential? A temptation marketers often succumb to when faced with deciding among a finalist list of attractive name candidates is to conduct an informal survey among colleagues, friends, and family to determine which name is liked the best. This and similar "sniff test" practices are highly unreliable, and often, instead of providing clarity, serve simply to derail the name selection process.
To resolve the struggle over which of several viable name candidates is the one with the most potential, a quantitative research study can prove to be a very effective decision-making tool.
Unlike an informal "sniff test," a well-designed quantitative study can provide valid data on the appeal of each name candidate, gauge its appropriateness for the product or category, and indicate whether or not it conveys the correct attributes vis-à-vis the product positioning and desired brand attributes.
Specifically, in a quantitative study of alternative name candidates, a statistically representative sample of your target market are queried to determine which name will perform best against specific criteria. If, for example, a goal of your branding effort is to communicate "consummate professionalism," a well-crafted quantitative study can provide you with projectable data about
With quantitative research, the bottom line is that it can provide you with an accurate read on how many members of your target market will respond to a particular name, in what way, and to what degree. This insight into target market behavior can be of great value when trying to determine where to expend your precious branding budget and resources.
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