{"id":5674,"date":"2021-11-11T11:37:00","date_gmt":"2021-11-11T17:37:00","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=5674"},"modified":"2025-08-04T03:09:39","modified_gmt":"2025-08-04T08:09:39","slug":"essential-guide-on-audience-testing-in-brand-naming-from-worlds-largest-naming-company","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/essential-guide-on-audience-testing-in-brand-naming-from-worlds-largest-naming-company\/","title":{"rendered":"Essential Guide on Audience Testing in Brand Naming from World’s Largest Naming Company"},"content":{"rendered":"\n

Once you have a hold of the basics of naming, you\u2019re probably wondering what the next move is. Whether this is your first or your fifth experience of naming a business, you\u2019re still learning. After working on over 30,000 naming projects and carrying out thousands of naming tests, I\u2019m in a pretty unique position to give naming advice. So, what is important in terms of advanced naming strategies? <\/p>\n\n\n\n

Well, I always encourage business owners I work with to bring in outsiders. Of course, naming experts are a great option, as are advanced business name generators<\/a> like the one from Atom. But on top of all that, you can learn a lot from audience feedback when naming a new startup. <\/p>\n\n\n\n

Why is Audience Feedback Important?<\/strong><\/h3>\n\n\n\n

It\u2019s easy to be very \u2018me, me, me!\u2019 when naming. Of course, what you want and what you respond to is important, but ultimately you are building a brand for an audience — so, get feedback from them. The question is, what audience is it best to to ask for help from? It really depends on what you want, and who you have access to. <\/p>\n\n\n\n

Who Should You Ask?<\/strong><\/h3>\n\n\n\n

There are four groups of people you can sensibly ask about business names. They all have pros and cons, but of course not everyone can manage access to every group. If you\u2019re looking for an audience to ask questions to about a business name, you could look to:<\/p>\n\n\n\n

Mentors and Peers<\/strong><\/p>\n\n\n\n

Depending on what your new company offers, it might be really helpful to get specialised feedback from people in the industry. This is particularly true if you work in a specialized area, like biotech, neuroscience, robotics, etc.<\/p>\n\n\n\n

The issues here include the fact that you are asking individuals who aren\u2019t branding experts. Take their advice on larger naming concepts, and engage in conversation about potential name ideas. Speaking to a specialist rather than a generalist certainly has its positives, but remember what<\/em> they are a specialist in. The industry, not naming or branding!<\/p>\n\n\n\n

Your team<\/strong><\/p>\n\n\n\n

Often, you\u2019ll have a carefully curated<\/a> team around you before you come up with a brand story, a name, etc. You can certainly use your team to help you come up with name ideas, and there are real positives to spitballing with the people you work with. Do remember, however, that a team will never fully agree on one name. There won\u2019t be an \u2018ah-ha\u2019 moment of finding an apparently perfect name. Your team is a tool, and should be included, but don\u2019t try and look for full consensus. <\/p>\n\n\n\n

Intended Audience<\/strong><\/p>\n\n\n\n

The best people to ask about names may be your intended audience. That\u2019s great! But how do you find that intended audience? Depending on how specialized your startup is, it might be quite difficult to find a meaningful sample size if you\u2019re asking only your intended audience for name feedback. Do make sure that you are aware of the audience you\u2019re going for<\/a> at this point – you should absolutely know who you are trying to market towards before you are at this stage of naming. <\/p>\n\n\n\n

General Demographic<\/strong><\/p>\n\n\n\n

If you\u2019re going to invest in an audience test, a general demographic test makes most sense in my opinion. You\u2019ll need a larger sample size (at least 100), or else you\u2019re in danger of the results being far too general.<\/p>\n\n\n\n

A general demographic survey<\/a> is a good way to find trends and data points, and especially a good way to work out what isn\u2019t<\/em> working. If a name or concept is getting no votes, or seems universally hated, then there\u2019s no doubt something is wrong with it!\u00a0<\/p>\n\n\n\n

What Not to Ask<\/strong><\/h3>\n\n\n\n

Once you know who you\u2019re asking about business name options, you have to decide what to ask. It\u2019s surprisingly easy to get this wrong. First, let\u2019s look at what not to ask, as asking the wrong question derails naming projects. <\/p>\n\n\n\n

The worst, most usual question is, \u2018do you like this name?\u2019<\/p>\n\n\n\n

That almost seems counter-intuitive. I mean, isn\u2019t it an obvious question? But when you think about it, \u2018Like\u2019 doesn\u2019t mean much here. <\/p>\n\n\n\n

It\u2018s just a word when you aren\u2019t asking how or why someone likes something. Plus, it\u2019s easy to say yes to mollify! Particularly if asking someone you know, never ask if they like one specific name. <\/p>\n\n\n\n

\u2018Do you like this name\u2019 will also elicit everyone\u2019s pet theories on branding. Everyone thinks they can name a business! Maybe they\u2019ve named one or two before, but that\u2019s not the same as being an expert. If you showed me your most recent equation, an equation that will change the world, I would quite honestly not be able to pass judgement on it. If you asked me if I liked it? Well, I suppose I would say yes!<\/p>\n\n\n\n

\"\"\/
Courtesy of Unsplash<\/em><\/figcaption><\/figure>\n\n\n\n

What To Ask<\/strong><\/h3>\n\n\n\n

Being specific is incredibly important. Being specific is the opposite<\/em> of asking \u2018do you like HopHellions for my new brewery\u2019s name?\u2019<\/p>\n\n\n\n

My favorite three questions when asking audiences for feedback are:<\/p>\n\n\n\n

    \n
  • Which of these [Add your Value Proposition] <\/em>are you most interested in learning more about? <\/li>\n<\/ul>\n\n\n\n

    For Apple, for example, the value proposition might be \u2018human-centric computer companies\u2019. So, \u2018which of these \u2018human-centric computer companies\u2019 are you most interested in learning more about?\u2019 <\/p>\n\n\n\n

    You would then give three to six name options (from your names shortlist) and survey as many people as possible on which they prefer.<\/p>\n\n\n\n

      \n
    • Secondly, ask which of your selected names align with your core brand values.<\/li>\n<\/ul>\n\n\n\n

      A great example of this is a toy company I worked with a few years ago who were aiming their products at older children, and wanted them to be rebellious, rugged, and unique. You can ask about a whole bunch of names here, narrowing them down with each brand attribute. The questions would look something like, Which toy brand feels the most rebellious?<\/p>\n\n\n\n

        \n
      • Finally, you can ask a negative<\/em> question. That might sound like a bad idea, but actually it\u2019s a great safety valve! Asking \u2018do any of these names have negative connotations to you?\u2019 is a great idea.<\/li>\n<\/ul>\n\n\n\n

         The word \u2018class\u2019, for example, used to be either innocuous or positive. Recently, however, we have noticed that it raises questions. What class is meant? Is it a negative view on class? This is super interesting, and the sort of thing you only work out with great audience testing. <\/p>\n\n\n\n

        After Audience Testing<\/strong><\/h3>\n\n\n\n

        So, what comes after the testing? What do you do with your new information? <\/p>\n\n\n\n

        Well, It\u2019s all about the data! Your audience testing information is a tool. But you still have to come back to yourself. There are things you can\u2019t test – your personal vision, your team\u2019s vision, a brand story that extends far beyond the words in the name. None of these quite fit into the audience testing model.<\/p>\n\n\n\n

        At the end of the day, choosing a name is about discretion, emotional intelligence, and using every tool available to you. Audience testing is one of those tools, use it wisely!<\/p>\n","protected":false},"excerpt":{"rendered":"

        Once you have a hold of the basics of naming, you\u2019re probably wondering what the next move is. Whether this is your first or your fifth experience of naming a business, you\u2019re still learning. After working on over 30,000 naming projects and carrying out thousands of naming tests, I\u2019m in a pretty unique position to […]<\/p>\n","protected":false},"author":9,"featured_media":10350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[768,486,12],"acf":[],"yoast_head":"\nEssential Guide on Audience Testing in Brand Naming from World's Largest Naming Company - Atom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/blog\/essential-guide-on-audience-testing-in-brand-naming-from-worlds-largest-naming-company\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Essential Guide on Audience Testing in Brand Naming from World's Largest Naming Company - Atom\" \/>\n<meta property=\"og:description\" content=\"Once you have a hold of the basics of naming, you\u2019re probably wondering what the next move is. 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