Brand name research
Discover which brand or product name unconsciously activates the right associations, such as purchase intention. Then you know for sure which name you should choose to create growth.
What's in a name? Shakespeare
Drawing up a list of relevant associations
Together, we will create a list of associations that are relevant for the category.
Cluster analysis with relevant associations for purchase intent
In a preliminary study, we use a cluster analysis to determine which associations are relevant for behavioural intent, such as purchase intent or NPS (see below).
Click on one of the associations to see which other associations are linked to it.
Measuring the associations in the consumer's unconsciousness
After the preliminary research, we conduct the RIAT (Rapid Implicit Association Test). Here, participants have to indicate whether an association fits or doesn't fit with a brand or a name. This is done under a time pressure.
The time pressure allows us to override rational thought and stick to immediate responses. We measure the extent to which the association is "embedded" in the consumer's brain. For the same reason, we use a dichotomous scale (fits/does not fit). So, we measure on a more intuitive, and therefore more predictive, level.
What's in it for you?
Within 5-7 business days you'll receive:
- An overview report with the results and answers about which name would be the best choice.
- Insight into the associations that are relevant for successful positioning.
- The certainty that you are making substantiated tactical and strategic decisions that will contribute to the growth of your brand and product.
