What is Naming Research?

Naming research is a process done to determine the best name for a product, service, or solution. Research is conducted to understand if the name resonates with a target market of segment.

Why is it performed?

• Naming research helps companies streamline the naming process and provides unbiased direction.
• It also identifies any potential areas confusion and validates whether the name is differentiated in the market.
• Naming preferences and perceptions by job responsibility, geography and company type allows companies to determine which name options resonate most with specific market segments

. A good mix of ranking and rating scales is used when understanding the usage dynamics for a specific name for your product/ service/ feature.

When is it performed?

Naming research is generally performed before launching a new product or service into the market. Prior to launch, a naming research study is conducted to identify the name that resonates the most with a company’s target market.

How is it performed?

Qualitative Research à Naming research usually begins with qualitative research to capture in-depth customer feedback on attitudes and perceptions towards naming options in order to determine how, what and why a specific name connects most with the market.

Quantitative Research à Namingualitative research is typically followed by a quantitative study in order to rank or rate potential names for solution. Quantitative research enables a company to understand naming aspects such as:

1. Preference level for a name/ terminology – by means of ranking or rating scale
2. Likelihood of the name influencing the purchase dynamics
3. Frequency of purchase
4. General attitude towards the product when associating with a specific name
5. End user’s association of the chosen terminology with the brand (manufacturer)
6. Emotional, functional and exploratory attributes associated with the terminology

What is Message testing?

Message testing is a research process that allows a company to analyze different variations of marketing messages to determine which are most effective and have the highest level of impact on a target audience. Message testing helps a company to identify the optimal way to conveying a marketing message when promoting a new or existing product or service.

Why is it performed?

With the growing competition in the medtech industry, it is imperative to ring the right bells with the customer that is, convey the right message to the client when promoting your product/ service, lest risk losing a potential or existing client.

When is it performed?

Message testing research is generally performed when there may be an existing product in the market with a strong competition and the manufacturer aims at providing certain improvisations on this product/ application. The marketing message in such cases are designed to understand if the added services would cater to the existing unmet needs.

How is it performed?

Message testing research leverages both qualitative and quantitative approaches to arrive at the messaging that resonates the most with a target market.. The two main types of testing generally used are A/B and multivariate methodologies.

• A/B testing: tests an “A version” of a marketing message versus a “B version” of the message where there is one changing variable.
• Multivariate testing: Similar to A/B testing, but involves testing multiple changing variables.

Qualitative Research à Qualitative research allows a company to explore message acceptance, message gaps, message differentiation and willingness to adopt.

Quantitative Research à A qualitative approach is typically followed by a quantitative study In order to capture insights on the message clarity, effectiveness, differentiation, end user associations and preferences.