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To best address your naming needs in future issues, we’re conducting a short survey (10 questions). If you’ve ever been involved in selecting names, we’d appreciate your input. All responses are anonymous. Select the choice that best represents your personal experience in your company:
1. When we need a name for a new product, most of the time we,
Have no idea where to begin, and are generally clueless Have major concerns, due to limited experience Have minor concerns, but know how to proceed Have complete confidence, and know the best route to take
2. In my company, the way we develop names most often is,
We make them up ourselves with 1-2 people We conduct an internal brainstorming session We ask our advertising agency to do it We hire 1-2 freelance creative consultants We hire a name development firm
3. When our trademark counsel conducts a trademark search of our top names, the following percentage typically clear the search,
Under 10% 10% - 25% 26% - 50% 51% - 75% Over 75%
4. Usually, we begin developing names, before needing the new name finalized,
0 – 14 days in advance 3 – 4 weeks in advance 2– 3 months in advance 4 – 6 months in advance More than 6 months in advance
5. The research methodology we rely on most often for selecting the final name is,
None, we usually don’t test the names Qualitative testing Quantitative testing Both Qualitative and Quantitative testing
6. On average, I am involved in developing a name for a new product,
Hardly ever Once every 3-5 years Once every 1-2 years Every 6 months/More frequently
7. The area where I need the most information on naming new products is in,
Creating name options Selecting the best name choices Successfully clearing names through trademark Testing names with consumers Getting buy-in on names from top management
8. Which of the following best describes your current position?
Marketing Market Research Sales Operations General Management
9. Which of the following best describes your number of years of experience?
0 - 4 years 5 -10 years 11 - 20 years 20+ years
10. Which of the following best describes your industry?
Food/Beverage Household Goods Healthcare Financial Entertainment Communications/Technology Other Manufacturing/Service
