Institute for International Research

When: December 4, 2008, 2:00 to 3:00 PM EST

Cost: FREE - Online Registration is OPEN

Register here: https://www1.gotomeeting.com/register/694919174

About the web seminar:

Naming research can be particularly challenging, with different types of needs depending where you are in the naming process. In this webinar, using case studies as examples we will explore three unique online techniques that address different challenges in naming research

• IDQ, an online interactive ideation process in which consumers create and evaluate names in real time in response to a product concept. We'll demonstrate how we generated and sorted hundreds of names in a very short period of time.

  - eCollage, a highly engaging online quantitative exercise in which respondents create an online collage that communicates what a name means to them and the imagery and associations it evokes. This enables us to go beyond a name's obvious descriptive and feature-focused characteristics to its underlying emotions and associations. 

• Configurator, a unique building platform for gaining quantitative understanding of naming options in context. Using this technique, names are presented in an online interactive exercise where respondents select the preferred name, icon, color and other packaging elements.  Respondents decide which are most appealing and meaningful to them when imagining the products on shelf and then provide insight into why they prefer those elements. 

What you will learn by attending:

New, fast and effective research methodologies that address different types of research goals in naming. Specifically:

i.  Name ideation: IDQ engages respondents in an exercise that generates hundreds of new name possibilities - and provides an initial evaluation and stratification of those names.          

ii.  Name Imagery and Communications: eCollage helps you understand emotions, images and associations that respondents have to certain names.          

iii. Name selection: Configurator engages respondents in an inactive exercise that requires them to select one of several name options and then build other packaging elements around that name.     

Speaker:
Brendan Light, SVP, Research and Product Development, BuzzBack Market Research