Name testing reality: 67% of untested names face unexpected negative reactions post-launch. Testing costs $5,000-50,000. Rebrand costs $500,000-5,000,000. Math is simple: test before launch. Every major brand tests names before committing.
Why Test Names
Internal bias: You love your name ideas because you created them. Customers have no such attachment. What sounds clever to founders may confuse consumers. Outside perspective essential.
Hidden associations: Names carry unintended meanings. "Ayds" diet candy destroyed by AIDS epidemic. Regional slang, cultural references, phonetic accidents lurk in seemingly safe names.
Survey Research
Quantitative data: Test 3-5 name options with 200+ respondents. Rate names on memorability, appeal, fit with product category, trustworthiness. Statistical significance requires sample size.
Question types: Aided recall ("Which of these names do you remember?"). Unaided recall ("What brand names come to mind for [category]?"). Preference ranking. Purchase intent.
Online panels: SurveyMonkey, Typeform, UserTesting provide respondent pools. Target by demographics. Results in 24-72 hours. Cost: $500-5,000 depending on sample size.
Focus Groups
Qualitative depth: 6-10 people discuss names for 60-90 minutes. Explore why reactions occur. Uncover emotional associations. Hear language consumers use. Rich insight, small sample.
Moderation matters: Skilled moderator prevents groupthink. Ensures all voices heard. Probes deeper on interesting reactions. Bad moderator = bad data.
Limitations: Small sample not statistically representative. Vocal participants dominate. Group dynamics influence individual opinions. Use for exploration, not decision-making.
A/B Testing
Real-world behavior: Test names in actual marketing context. Landing page with Name A vs Name B. Measure click-through, conversion, engagement. Behavior beats stated preference.
Digital advantage: Run ads with different names. See which generates more interest. Facebook, Google Ads enable rapid testing. Real market signals in days.
Limitations: Only works pre-launch if you can test without full public commitment. Beta users, controlled launch markets. Can't easily A/B test post-launch.
Linguistic Screening
Multi-language check: Professional linguists verify name works across target markets. Pronunciation issues. Unintended meanings. Cultural sensitivities. Essential for global brands.
Phonetic analysis: How does name sound when spoken? Radio/podcast advertising? Phone conversations? Customer service calls? Verbal communication often overlooked.
Implicit Association Testing
Subconscious reactions: Measure reaction time pairing names with positive/negative concepts. Reveals associations respondents can't or won't articulate. More honest than explicit questions.
Tools available: Implicit association tests (IAT) via specialized research firms. Academic methodology adapted for brand research. Premium pricing for specialized technique.
Competitive Context Testing
Shelf test: Show name alongside competitors. Does it stand out? Get lost? Seem like me-too? Real-world context reveals differentiation (or lack thereof).
Category fit: Does name feel appropriate for product category? Luxury name for budget product = disconnect. Match name positioning to product positioning.
Domain and Handle Testing
Digital presence: Test exact domain, not just name. YourBrand.com vs YourBrandHQ.com vs GetYourBrand.com. Different domains create different impressions.
Social handle availability: @YourBrand available? Or @YourBrand_Official? Consistent handles across platforms matter. Test complete digital identity, not just name.
Pronunciation Testing
Say it out loud: Have strangers read name and pronounce it. Multiple pronunciations = confusion. If people say it wrong, they'll search wrong, spell wrong.
Phone test: Say name over phone. Does listener understand immediately? Spell it naturally? If constant spelling required, name creates friction.
Legal Screening Integration
Test before legal: Consumer testing is cheaper than trademark searches. Eliminate names consumers reject before spending on legal clearance. Efficient resource allocation.
But verify early: Quick preliminary trademark check before major testing investment. Don't fall in love with name you can't use. Availability must be confirmed.
Testing Timeline
Phase 1 (1 week): Quick survey of 5-10 names, 100 respondents. Eliminate obvious losers. Narrow to 3-5 finalists.
Phase 2 (2-3 weeks): Deep testing of finalists. Larger survey, focus groups, linguistic screening. Comprehensive evaluation.
Phase 3 (concurrent): Legal trademark search on top 2-3 names. Only invest in legal for names that passed consumer testing.
Trademark Lens provides quick availability check before testing investment - verify trademark potential before spending $10K+ on consumer research.