Wednesday, June 29, 2005

Test Marketing a Product Name

Don't ask your prospective customers if they "like" a product name or, worse, if they think the name is a "good" one. What they like doesn't matter. Since they aren't familiar with naming and branding principles, their opinion about what constitutes a good name, though interesting, is irrelevant.

Instead, ask:

1. Have you ever seen or heard the word?
2. When you read or hear this word what does it bring to mind, if anything?
3. Would the word be easy for you to learn to spell?
4. Is the word easy for you to pronounce?

Your prospective customers are qualified to answer these questions, and the answers are directly relevant to the quality of the name.

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