When conducting a survey to test potential company names, it is crucial to formulate questions that elicit meaningful feedback. Here are some key questions to consider:
Multiple choice: Which of the following company names do you find most appealing?
Rating scale: On a scale of 1-5 (1 being not at all, 5 being very much), how well does the name [Company Name] reflect the company's industry/products/services?
Open-ended: What words or phrases come to mind when you hear the name [Company Name]?
Comparison: Between [Name A] and [Name B], which do you think is more memorable and why?
Semantic differential: For the name [Company Name], please rate it on the following scales:
Ranking: Please rank the following company names in order of preference, with 1 being your most preferred:
Yes/No with follow-up: Would you be able to spell [Company Name] correctly after hearing it once? Yes/No If no, what makes it difficult to spell?
Associative: What type of company or industry do you think [Company Name] belongs to, based solely on the name?
Common Elements to Test
Length and simplicity: Shorter names are often easier to remember and more versatile for branding purposes. Test names of varying lengths to find the sweet spot between brevity and descriptiveness.
Phonetics: The sound of the name can influence its appeal and memorability. Consider testing names with different phonetic structures to see which resonates best with your audience.
Uniqueness: A distinctive name can help a brand stand out in a crowded market. Evaluate how unique each name option is perceived to be and whether it has the potential to become a strong brand identifier.
Relevance: The name should reflect the nature of the business and its offerings. Test how well each option communicates the company's core purpose or values.
Visual appeal: Consider how the name will look in logos and marketing materials. Test different typographic treatments to assess the visual impact of each name option.
Cultural sensitivity: If operating in multiple markets, test for any unintended meanings or negative connotations in different languages and cultures.
Domain availability: While not directly related to consumer perception, the availability of a matching domain name is an important practical consideration. Test variations of names that have available and attractive domain options.
Scalability: Consider how well the name might accommodate future growth or expansion into new product lines or markets.
How to Analyze Your Testing Results
Extrapolating tangible business incites from raw data requires thinking ahead. Creating a plan for analyzing your data ahead of receiving your results greatly increases the likelihood for generating quality feedback.
Quantitative analysis: Calculate and compare metrics such as preference percentages, average ratings, and likelihood scores for each name option.
Qualitative analysis: Review open-ended responses to identify common themes, emotional reactions, and specific feedback that can inform the decision-making process.
Segmentation: Analyze results across different demographic groups to ensure the chosen name appeals to the target audience.
Statistical significance: Use appropriate statistical tests to determine if the differences in results between name options are significant or due to chance.
Weighted scoring: Develop a scoring system that weights different factors (e.g., memorability, relevance, uniqueness) based on their importance to the brand strategy.
Correlation analysis: Look for relationships between different variables, such as the correlation between perceived uniqueness and likelihood of engagement.
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