One of our FMCG-clients wants to introduce a new product in the market. But they don’t know under which name they want to introduce it yet. 8 different names have been devised for the new product based on brainstorming sessions and previous studies.

Companies are continuously working on the development of new products to fit the ever so often changing needs of the consumer. Once a concept is validated, it’s instantly developed further and launched onto the market. A fitting name for the product is often chosen based on gut feeling. But how do you know for certain that it’s the right name? To find out, the client wanted to know which name would be the best choice for their new product.


The client turned to DVJ Insights to get a good understanding of which name is the best and why. A good name isn’t just related to the fit of the product, but has to fit the brand and generate the right associations. The client chose DVJ’s massqual technique to answer these questions, where qualitative and quantitative techniques are integrated. To find out which name is best, we use associations, evaluation and a MaxDiff.

Associations provide insight into the associative network. What does the consumer think of when looking at the name? Does the name evoke positive or negative associations? Or is the name already linked to a different category or brand?

Next, the name of the product will be evaluated in a quantitative way on a couple of important KPI’s so the entire performance of the name can be understood. Is the name found relevant, is the name clear enough and fits it with the brand and product description?

Next to the individual evaluation of every separate name, it’s also important to compare the different names. The MaxDiff method lets consumers choose between the names. Resulting in a ranking revealing which name fits best with the product description.


The results show one clear winner. The name evoked quite a lot of positive associations related to the product. Next to that, the name scored well on the tested KPI’s and turned out to fit the product description best. The combination of research methods ensured that the client understood why certain names scored well, and why others didn’t. It turned out that the names with a low brand or product fit were mostly associated with a different category or evoked negative associations.


The study provided the client with the right insights to make the best choice for a new name, and also why it is the best choice. This proved to be completely different than expected beforehand, and different from the preferred name based on gut feeling alone. The client chose for the winning name from the Name Test. And introduced the product onto the market with the winning name.