Brand Naming Research

The brief

Our client, a leading publisher, was considering changing their brand name. Since previous qualitative research had shown that customers have emotional associations with the publisher’s branding, our client was looking for further robust quantitative research to support a business case on whether their branding should be changed, as well as information on factors driving their customers’ purchasing decisions.

Our approach and methodology

Shift Learning conducted an eSurvey with advanced statistical methods to help the client examine the popularity of different brand names and the factors affecting their customers’ purchasing decisions. The eSurvey also included questions on topics such as customers’ areas of interest, their likelihood of purchasing additional services, and their perceptions of our client’s organisation. The eSurvey was sent to current customers of this publisher.

A conjoint analysis was used to examine the popularity of different brand names and branding. The conjoint analysis allowed us to test the popularity of variations in branding, by presenting the respondent with different brand names and branding based on the elements our client wanted to test. We therefore looked at different elements of our client’s branding, including how much each element affects respondents’ preferences and the popularity of each variation within an element. This allowed the client to see how popular each brand name was and to determine the most important elements of the branding, providing robust quantitative evidence for the client on which branding would be most popular.

Shift Learning used a statistical technique called MaxDiff analysis to determine the importance of different factors in respondents’ purchasing decisions. Since the client wanted to investigate decision-making factors for two products, two MaxDiffs were created. The client supplied a list of factors for each product that were thought to be important in customers’ decisions. The MaxDiff analysis was used to show each factor’s importance in relation to the other factors for that product. This meant that the client was able to see which factors were most important in respondents’ decision-making, and which were comparatively less important.

Delivering results and value to our client

Shift Learning prides itself on providing actionable findings. The client received:

  • A top line report including the results of the conjoint analysis delivered one week after the eSurvey was closed
  • A full report delivered a week after the interim report, including:
    • Results of the conjoint analysis, including splits by country and product advocate
    • Results of the two MaxDiff analysis, including splits by country and product advocate
    • Full results of the eSurvey