1. Measurement of Functional Properties of the Name
Consumers are asked to rate on a scale from 1 to 5 the following characteristics of the offer:
2. Attractiveness Assessment
Consumers are asked to rate the overall attractiveness of the name on a scale from 1 to 5. Additional diagnostics with open-ended questions also allow for the identification of reasons for preference or aversion to specific name options.
3. Communication Value Assessment
The suitability of the name to the category and brand is evaluated. Optionally (upon additional request), specific, usually emotional characteristics of the name are assessed.
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