The name game

Editor’s note: Myra Summers is president of Focus Forward Qualitative Research, Winston-Salem, N.C.

In a world where time-starved consumers refuse to read lengthy or complex marketing messages, media budgets constantly fluctuate and companies have limited control over how retailers display their product, its name is among a brand’s strongest currency.

Qualitative research is an effective tool in helping companies choose names. It provides the opportunity to understand the associations that names evoke with consumers, evaluate how well names reflect key attributes and benefits of the product, assess appropriateness for the product category, identify potential pronunciation and linguistics issues, and help narrow a list of names to a manageable number prior to proceeding to quantitative research.

Guiding principles

The following guiding principles help the name research process go more smoothly - and keep us focused on what we are there to learn.

Usually, a plethora of names has been generated in ideation sessions with clients, specialists in name ideation, and/or other members of the brand team. Consumers are also sometimes involved in ideation of names. However, consumers seem to provide the most value in areas that are related to, but independent of, the actual name generation, i.e., providing insight into a product category, identifying needs gaps, and later, understanding reactions to and associations with names.

The quantity of names taken to initial qualitative research should be limited to about 20. Twenty or so names give respondents a variety of choices without being overwhelming. After the list of names has been narrowed somewhat, more in-depth research can be conducted for the strongest contenders, e.g., four to five names.

Ideally, prior to their being exposed in research, the names have been run through a preliminary trademark search. If no initial trademark search is done, names that rise to the top in qualitative research are often later found to be unavailable.

The research provider needs to fully understand the communication objective for the name, and the relative importance clients place on the various product attributes, features or benefits. This information should be translated to a written concept statement that will be presented early in the research discussion, to help respondents understand the essence of the product being named. Notably, the communication goal is not always to convey a functional benefit. For example, in the liquor and wine industries, names often refer to imaginary distilleries, vineyards or character stories (Jim Beam, Jack Daniel’s) with the primary objective being to create fanciful or romantic imagery.

The initial appeal of a name, i.e., how well respondents “like” the name when they first see it, is not always a good indicator of success. Who would have predicted the long-term success of brands with names such as Zagnuts, Tang, Twix or 7UP based solely on asking respondents if they “like” these names? The driving quest, beyond understanding if a name is likeable, is to determine its ability to reflect the product’s defining attributes, features or benefits. Names that seem unfamiliar or unusual can generate resistance early on but may become memorable and differentiating as consumers begin to embrace them.

  • Pronunciation or linguistics issues

Qualitative research provides an excellent venue for identifying potential pronunciation or linguistics issues. Ask respondents to pronounce the name first - prior to its being articulated “correctly” by the moderator. This allows us to assess if the name is likely to be pronounced or read as intended, or if respondents seem to stumble over a name.

Having respondents verbalize names unaided helps convey reactions to the feel and sound of the name overall, as well as to its individual parts. For example, if most of a name’s consonants sound harsh, the name would likely be a poor choice for baby wipes, but possibly a contender for a household cleaner. In categories such as candy and snacks, the winning name may simply be the one that sounds most amusing or is just fun to say.

Research among adult (25+) male liquor drinkers underscores the importance of how consumers perceive a name to “sound.” A clever drink name appears to provide a badge for those who order it. Men are more likely to embrace names that sound hip or masculine when abbreviated or called out, e.g., Jack and Coke, 7 and 7. Conversely, men are reluctant to order a drink if unsure how to pronounce the name, or if they think it sounds feminine.

Keep in mind that research findings can vary by geographical locale. Conducting research in multiple parts of the country, e.g., the South and Northeast, can alert us to regional differences in pronunciation. Regional dialects may result in the emphasis being placed on a different syllable, or a name simply sounding other than anticipated.

Another consideration is how names will test (pronunciation, interpretation) among the rapidly expanding Hispanic and Asian populations in the U.S.

  • How many names do we test?

If the intent of the research is to narrow the list of names, several can be presented, i.e., 20 or so. While testing a large quantity of names will provide only minimum input on each, learning should be sufficient to eliminate names that are consistently disliked or otherwise appear problematic. Even with this large quantity of names, qualitative research can garner general reactions as well as touch on fit with the product concept and key product attributes.

A shorter list of names, i.e., four or five, enables a more in-depth evaluation of each. With more time to spend on fewer names, findings provide a better understanding of the breadth of each name’s associations, fit with key product attributes and benefits, differentiating nuances among the names, and subsequently, the confidence that comes from thoroughly fleshing out a group of strong contenders.

  • Exercises for narrowing the list

If working with lots of names, exercises to narrow the list should be fairly direct and straightforward. Save the more in-depth techniques for evaluating fewer names. Some examples of techniques that can be used to narrow a long list are described below.

Use a short questionnaire with a five-point agreement scale (strongly agree to strongly disagree), and have respondents rate each name on factors or attributes that clients consider key to the product being named. (If a numerical scale sounds too “quantitative” for you, simply use the words, e.g., strongly agree, somewhat agree, etc.) Factors being rated may include product features, attributes, personality descriptors, etc.

This technique was used in research with a manufacturer of OTC sleeping aids. The brand team had the challenge of appealing to sleep-deprived consumers’ need for a good night’s sleep, without inadvertently suggesting a product is so strong it may result in dependency. The attribute-rating questionnaire helped evaluate to what degree respondents think each name suggests efficacy, superiority, something “for me,” safe, etc.

Another comparative approach has respondents evaluate several names on polar opposites, e.g., expensive versus inexpensive, hard versus soft, sophisticated versus down-to-earth, with the objective being to determine which name best reflects the intended brand personality and/or attributes.

Similarly, respondents can be given a matrix or grid containing several names and asked to choose the one name that best fits or describes a desired product attribute, feature or benefit.

  • Going deeper

Testing a smaller number of names allows time for implementation of an array of metaphorical (also often referred to as projective) techniques and other involving exercises. Using a variety of exercises - in combination with a deeper level of questioning - results in a fuller understanding of where a name can potentially take the brand. The following are examples of some techniques that work well when evaluating a shorter list of names, i.e., four or five.

A volume of information can be gained early on by having respondents participate in a word association exercise, where they simply share associations that each name brings to mind. Associations provide insight into fit with the overall product concept and personality, product expectations, emotional triggers, etc.

A matching game captures how well names convey their communication objectives. Provide respondents a list of names and a separate list of product descriptions. Have respondents match each name with the description they think best matches the name. An alternative is to use a Velcro board and make the matching a group versus individual activity.

Try this visual ladder exercise to help understand the degree of perceived differences and preferences among names. Give each respondent an image of a ladder with 20 rungs. Each rung is assigned a point value from 1 to 20, with 20 being the highest score. Respondents are asked to position the names along the rungs, e.g., place the name considered the best choice on a higher rung and other names on lower rungs. The value of this technique is that it not only determines what names are preferred or considered superior on a given criteria, it also reveals a sense of respondents’ discrimination in the distance between the various names.

Metaphorical excursion techniques often utilize different sensory modalities to provide insight into the various dimensions of names, i.e., what associations the names bring to mind in terms of sounds, smells, textures, sight, taste.

In a project for a snack-food manufacturer, respondents were asked to imagine the look, feel, mood, sounds and overall image of a “place” or “land” if it were known by a given name. Several names were received positively and considered appropriate for the category. However, certain names were found to be much more emotionally involving, possessing a fantasy-like quality consistent with the intended brand image. Certain names evoke images of fairs, euphoric sounds of joy - “Yippee!” - fireworks, warm sun and family bonding. The findings helped the brand team know they were on track as they were attempting to move the product “beyond the ordinary, everyday snack.”

In personification of a name, respondents describe - and sometimes draw - the type of person they think would use a product with a given name, i.e., gender, age, personality, interests, etc. Follow-up questioning delves into what respondents consider the name’s strongest advantages, and any negative associations. A variation is to provide respondents picture decks and ask them to choose photographs of people who would be likely to use a product with a particular name.

Narrow the list

The insight gained from qualitative research helps clients now more confidently narrow the list of names. Many complete the evaluative process by taking the two or three strongest contenders to quantitative testing.

Name research can also be useful after a name has been selected. An example is a national jewelry retailer who was convinced it had a winning name for a line of engagement rings but was unclear on how to communicate it to the target audience. An in-depth focus on the one name helped the advertising team - most of whom were under age 30 and had never been married - identify the mood and tonality to pursue in creative development.

One final, cautionary note: names that may be used or advertised in countries other than where they originate require additional research. It is prudent to determine if these names have different and/or negative meanings elsewhere. The classic example is General Motors’ introduction of the Chevy Nova in Spanish-speaking companies where “no va” means “doesn’t go.” Although its authenticity is sometimes challenged, this legendary story remains an effective reminder that a name’s global implications should always be considered.