Brainstorming Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Guidelines for success

Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

It sells the product by itself

There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.

What’s in a name? Plenty.

The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.

Inhabit the user's world

For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.

Qualitatively Speaking: Involving your core users

Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.

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Related Articles

There are 9 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

The world is not enough

The Cartoon Network used brainstorming with in-house client groups, followed by 250 focus groups in more than 10 countries and face-to-face interviews in Latin America in its quest to be experts on kids and maintain the “think globally, act locally” approach.

Innovate safely

There is a growing need in the research industry for consultants who specialize in assisting corporations with new product development. This article discusses nine ways to avoid shooting yourself in the foot as you plan and execute your next ideation session.

Getting more golden eggs without killing the goose

For single-product companies considering moving away from a single-product strategy, there is a challenge for how to do so without killing the brand that has given so much over the years. By way of example, this article provides suggestions on refocusing innovation.

Hilton uses research in creation of vacation promotion

Hilton Hotels Corp. conducted a telephone survey of 1000 adults regarding their weekend leisure and work habits in the development of its BounceBack Weekend vacation program.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

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Related Suppliers: Research Companies from the SourceBook

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Specialties

• Brainstorming/Idea Generation
• Name Development

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