Client’s challenge
The business world is constantly changing; clients want more choice, there is a shift towards online and need for flexibility. Our client in financial services has opted for a different focus within its business products. 8 overarching names have been developed for the new products, and the client wants to test this short list among the business target group. Because a name is often processed subconsciously in the brain, it is crucial to study whether the name not only appeals on an explicit level, but also on an implicit level. As well as uncovering key points of optimisation.
The approach
DVJ’s Name Test has been developed to provide the client with an answer in one and the same study to the question of which names generate the most positive conscious and subconscious attitude, while at the same time providing tools to gain more insight into possible optimisation. We combine different implicit and explicit, qualitative, and quantitative techniques in the research design. Such as the SC-IAT method, where we test the subconscious attitude of the business target group towards the various new product names. Next to that, we use free associations to bring the spontaneous reactions and sentiment of the target group to life. In the study, we first looked at the differences between the business target groups; brand customers, non-customers, freelancers and SMEs. We found that the names that emerge best, appear to be the strongest among all target groups, which is why we will now focus on the total numbers.
The results
The explicit test showed that 5 names perform strongest: 1, 2, 3, 6 and 7. The evaluation statements reveal that Name 1 is easiest to remember and understand. Moreover, the name has a strong fit with the brand, as shown in Table 1. On the action statements, such as ‘clearly indicates what the product entails’ and ‘offers me the opportunity to combine products myself’, there is an even bigger difference between Name 1 and the other names, in favour of Name 1.
Table 1 Scores evaluation statements
However, the implicit test showed that Name 6 and 7 are not processed properly at implicit level, they actually score worst of all names. When we look at the results of the SC-IAT, we see that the target group subconsciously has a more positive attitude towards Name 1, Name 2, and Name 3 (see Figure 1).
Figure 1 Results SC-IAT
The number of positive associations is highest for Name 1 and Name 7. However, Name 1 also scores highest on the number of associations and share of positive associations, and seems to be pulling away from the other names (see Figure 2). Name 1 seems to offer more meaning as an overarching name for the products of the brand, such as ‘complete’, ‘clear’, ‘package’, and ‘easy’. Other names focus more on associations such as ‘security’ and ‘reliable’. Wee see similar results in the distinction between customers and non-customers; there is a great diversity of positive associations with Name 1.
Figure 2 Associations
The results reveal that Name 1 and Name 2 appeal most among the target groups. In 87% of cases Name 1 holds a position in the top 3, followed by Name 2 (71%). The biggest difference is that Name 1 comes out strongest almost twice as often (46% vs 25%). Name 1 is strongest in both tests, both explicit and implicit, confirming the choice for this name. The client is advised to carry on with Name 1, as this name performs best among all relevant target groups. The use of the name appeals to customers, but also offers the potential to grow, as non-customers can relate to the term. Moreover, this name performs well among both freelancers and SMEs.
Client’s benefit
The client has gained insight into which names appeal the most subconsciously and consciously. It is important to measure in different ways, as in different methods, different names can come out strongest. The client used the results to further refine the name in order to implement the new product strategy.
